How Nordnet scales trust, inspiration, and engagement with Customer.io 

Nordnet prides itself on providing the most inspiring savings experience in the Nordics. With millions of customers and strict regulatory requirements, the company needed to inspire customers over time, building trust, rather than relying on quick wins. As Nordnet prepared for continued growth, the team reimagined its lifecycle strategy and turned to Customer.io to help scale personalization, compliant workflows, and brand experiences grounded in inspiration and trust.

Nordnet’s mission to democratize savings and investments brought in a diverse mix of customers, many of whom were new to investing. The team needed a lifecycle program that balanced education, inspiration, trust building, and regulatory clarity.

But a few obstacles stood in the way:

Churn was not Nordnet’s primary issue. Instead, the challenge was keeping customers activated, inspired, and engaged in an industry where meaningful financial decisions are rarely instantaneous.

Customers may take months to move a pension or adopt a new investment product. Traditional email conversion metrics alone could not capture success.

To serve both experienced investors and newcomers, Nordnet needed onboarding and lifecycle experiences that adapted to each customer’s knowledge level and intentions.

Marketing financial products requires precision and clarity. Nordnet needed a partner who could help them scale experimentation while ensuring safe and compliant execution.

To stay top of mind, Nordnet had to deliver meaningful, relevant content consistently so customers viewed their emails as valuable, not promotional. These challenges required a platform that was flexible enough for advanced behavioral logic and a partnership strong enough to support rapid iteration and regulatory confidence.

Partnering with Customer.io enabled Nordnet to maintain a proactive engagement model built on event-based messaging, which provided thoughtful personalization to customers and streamlined the workflow for the Nordnet team. Customer.io’s premium CSM and support teams became an extension of Nordnet’s marketing automation practice, supporting the team in accelerating personalized campaign delivery, getting relevant messages to customers faster.

Nordnet, with support from Customer.io’s CSM team, built a two-step funnel that reflects how customers make financial decisions:

• Broad inspirational campaigns keep customers engaged and reinforce trust. These messages earn inbox mindshare by providing value without asking for immediate action.
• Intent-based campaigns utilize behavioral triggers, such as page views and clicks, to deliver targeted, actionable messages only when customers demonstrate interest.

This approach helps Nordnet inspire at scale while driving conversions at the exact moment intent is visible.

Nordnet uses a simple but powerful set of questions in its signup flow that capture a customer's experience level, preferences, and saving intention. These inputs are used as data points, feeding directly into tailored welcome journeys that meet each customer where they are at the time of signup. While platform personalization is still evolving, email personalization already delivers a meaningful impact on early engagement.

Customer.io’s event-based triggers help Nordnet build journeys that respond to changes in login behavior, platform activity, or deviations from typical engagement patterns. The team is exploring more structured models around recency and frequency, made easier through Customer.io’s segmentation and testing tools.

Customer.io’s CSM and support teams consistently guide Nordnet through experimentation frameworks, compliance considerations, and workflow refinement. This partnership has been crucial in enabling Nordnet to move quickly without compromising quality.

Customer.io has helped Nordnet accelerate its lifecycle program delivery, scale new programs with confidence, and deliver more meaningful customer experiences.

In just six years, Nordnet increased the average number of emails a customer receives from two per year to more than one per week. Despite this massive increase in frequency, open rates improved significantly, a key indicator that customers are finding the content valuable and relevant.

• Broad campaigns reach 50 to 60 percent open rates
• Awareness-focused CTRs remain healthy at around 2 percent

When customers show intent, targeted messages drive exceptional engagement.

• Seventy percent plus open rates on triggered campaigns
• An impressive 10-20 % CTR
• Clear conversion uplift measured through control groups

Because financial decisions happen inside the platform, Nordnet measures success by logins and activity. Customer.io-powered messages consistently increase:

• Return visits
• Feature usage
• Platform activity compared to control groups

Even without a click, the content influences behavior.

Zero-party data now fuels onboarding journeys that help new customers feel informed and supported from day one. This personalization strengthens both activation and long-term engagement.

Customer.io’s partnership provides ongoing strategic support, allowing Nordnet to work quickly, stay compliant, and continue evolving its aspiration to deliver an inspiring savings experience for customers.

As Nordnet prepares to expand into Germany and further refine platform-native engagement, Customer.io will continue to support the evolution of behavioral messaging, personalized onboarding, and insight-driven content programs. Together, the two teams are building a lifecycle motion focused not on short-term conversions, but on trust, relevance, and long-lasting loyalty.