ORIENTAL BANKTurning a bank into the most human, digital bank
PRODUCT CAMPAIGN
Oriental had strong campaigns and a growing brand. But the products underneath were fragmented: inconsistently named, positioned in isolation, and speaking different languages to different audiences. Customers experienced them as separate things rather than a coherent system. The opportunity was to build a product architecture that worked as a whole, where each product had a distinct role, a distinct voice, and a clear reason to exist. That meant understanding what each product actually did in real life and who it was genuinely for, and making sure every product felt human enough to earn a place in someone's financial life.
“…and making sure every product felt human enough to earn a place in someone's financial life.”
PRODUCTS
Product
Cuenta Libre / Mass Checking Account
Year
2026
Fee-free accounts attract people. They don't necessarily keep them engaged. The insight was that people don't just want access to their money — they want to feel like using their account actually gives something back. Libre was repositioned from a no-fee checking account into a behavior-based rewards product. The more you use it, the more it unlocks. The upgrade path from Libre to Libre+ was built around direct deposit as the trigger, reframing a technical product mechanic as a clear, motivating benefit. Net new accounts grew 17% YoY.
Product
Cuenta Elite / Affluent Checking Account
Year
2025
Premium banking usually leads with status. The problem is that status alone doesn't tell you what you're actually getting. The insight was that people respond to visible, tangible advantage more than to the idea of exclusivity. Elite was repositioned around progression — the more you bring to the relationship, the more the bank returns. Tiered benefits were translated into a simple narrative built around movement and scale rather than luxury signals. Net new accounts grew 25% YoY.
Product
Cuenta Elite / Affluent Checking Account
Year
2025
Premium banking usually leads with status. The problem is that status alone doesn't tell you what you're actually getting. The insight was that people respond to visible, tangible advantage more than to the idea of exclusivity. Elite was repositioned around progression — the more you bring to the relationship, the more the bank returns. Tiered benefits were translated into a simple narrative built around movement and scale rather than luxury signals. Net new accounts grew 25% YoY.