KEEP THE CHANGE!

To attract customers and serve new markets, Bank of America engaged IDEO to identify customer-based innovation opportunities. In response to field research that revealed certain behaviors among the target market, boomer-age women, IDEO designed the “Keep The Change” program, a service that rounds up purchases made with a Bank of America debit card to the nearest dollar, and transfers the difference to a savings account. In less than one year, Bank of America opened 700,000 new checking accounts and 1 million new savings accounts.