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Fidelity GDPR

When GDPR regulation was drafted, Fidelity understood that a large proportion of their customers would need to re opt-in to the emails they were currently subscribed to. 

These emails contained news & views that were providing consistent value to their customers, and they didn’t want them to accidentally miss out by not taking any action and getting automatically opted out. 

Fidelity partnered with Cowry to optimise their GDPR communications to ensure that customers could receive the right information and nudge them to opt-in if they wanted to continue engaging with Fidelity’s content.  

The Behavioural Design

Cowry’s team of Behavioural scientists identified the behavioral drivers that would encourage customers to consider whether to opt into these marketing emails. They designed 3 key emails that contained over 15 nudges to make opt-ins feel easy, natural, and salient. For example:

Loss aversion

Introduce Loss aversion – They highlighted what benefits the customers are currently gaining and what they would stand to lose if they did not opt-in.


Saliency – They created a salient call to action in all emails to make opting in feel quick and easy. They also included images of ticks to prime customers with the desired behavior. Furthermore, the heading became more urgent the closer to the GDPR deadline that the email was being sent.


Consistency Principle – They also created pop-ups on specific areas of the fidelity website. These pop-ups appeared when customers were engaging with marketing content to show that they needed to opt in to continue enjoying these benefits in the future. For example, if they were listening to a podcast, they would see a message telling them that they needed to opt in to continue listening in the future.

The Behavioural Intervention

Azim 79% Stat

79% increase in marketing opt-ins.

Fidelity’s ambition was clear. They wanted to reduce the attrition rate of customers being opted out of marketing content.

However, the Cowry team wanted to do better, and they achieved that. Instead of preventing a reduction in customers who were opted-in, they managed to increase opt-ins by 79%.

After the success and these great results, Fidelity have started applying behavioural science to a variety of different areas of their business, including business communications, UX, and UI design.


Thank you for the excellent service we received on our recent GDPR project. Through having access to your collective knowledge and experience, results have way surpassed our expectations

Gail Walker, Senior Marketing Manager - End Investor

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