Crédit Agricole addresses young people with "It's square"

The French Bank Agricultural credit has just lifted the veil on its new affinity device to the Young people. Named "It's Square", this new offer aims to accompany its target largely around financial services over time, throughout their installation experiences in adult life.

FACTS

• "It's square" allows Crédit Agricole to strengthen its 18/30 year-old accompaniment with a complete and affinitarian offer of daily banking.

• A wide package of services and products are thus included in this new offer aimed at meeting the needs of its target (students, young people or entrepreneurs) at every important moment of their student life, through their installation in working life through their first professional experience, and until the purchase of a vehicle and even a first property.

• The bank defends a "need" approach to offer solutions that are tailored and presented as simple. In terms of packaging, "It's square" offers the Essential and Premium formulas based on a progressive rate, depending on the age of the customers:
  • "Essential" is for 18/25 year olds at the rate of 3 euros per month and is charged 6 euros per month at 26/30 year olds. It includes a payment card allowing for free withdrawals anywhere in the world.
  • "Premium" is for 18/25 year olds at the rate of 5 euros per month and is charged 9 euros per month at 26/30 year olds. In particular, it offers a guarantee on online shopping.

• Both offers offer unlimited access to the content of the information platform "Thank you for the Info", dealing with decrypted news, but also offering practical tools to facilitate administrative procedures. Premium offers, in addition, expert advice on employment, real estate and consumer issues.

• Other innovative products offered under this offer include:
  • The "Student Loan Without Your Parents" allows young people to finance their higher education without the need for parental security,
  • a residential insurance at a preferential rate of 6 euros per month for young tenants,
  • one loan allowed to one euro per day.

• "It's square" will be proposed by all the Bank's Regional Banks. In addition to this market coverage, the offer is accessible via digital channels.

ISSUES

• Reassuring and better accompanying "It's square" is presented by Crédit Agricole as a way for the bank to address young people's concerns about purchasing power and financial autonomy. It is with this logic that the offer is presented as a means, for the bank, to accompany its target over time, at various strategic key moments that often mark the beginning of adult life.

• Adapt your speech : More than responding to their concerns, the French bank also undertakes, with its new offer, to adapt its speech by making it as clear and intelligible as possible for its target. A commitment all the more important as a new Wise's study in partnership with OpinionWay has just revealed that 2 in 3 French people still believe that their bank uses too complex a language to explain their costs.

PERSPECTIVE

• The youth target represents a strategic target of importance for the renewal and revitalization of the client portfolios of financial services actors.

• The launch of this new campaign and the unveiling of the "C'est square" offer by Crédit Agricole must in particular enable it to strengthen its position vis-à-vis this target with high potential and particularly coveted by all the players in the financial centre.

• But while Crédit Agricole now offers a comprehensive support for this target, BPCE recently made a more strategic choice to meet the specific savings needs of young people. The French bank may indeed boast to be the first to propose the Future Climate Savings Plan (PEAC).

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