Increase CAKE Savings adoption among Gen Z users by solving both the relevance gap before the funnel and the decision-risk gap during registration.
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Intop Proposals
Top 30 Bản Lĩnh Marketer 2026
A marketing proposal for CAKE by VPBank in Ban Linh Marketer 2026.
Bankingresult signalCompetition proposalwork typeBrand strategymain skill
Early Future Builders know saving matters, but limited leftover money makes every deposit feel like a trade-off against self-growth. AI can make small saving decisions feel flexible, meaningful, and safe.
- Benchmarked AI-led fintech patterns from Monzo, Revolut, and Nubank before identifying CAKE’s room to win.
- Segmented Gen Z savers into Future Builders and separated early-career users from growing professionals.
- Designed an AI companion journey that diagnoses cash flow, recommends safe-to-save amounts, and builds repeat saving habits.
Global AI-driven fintech market is positioned at 22.6% CAGR from 2025 to 2030 in the deck.
CAKE faces two funnel bottlenecks: 79% drop-off before entering the Savings funnel and 83% drop-off in the process.
45.8% of Gen Z do not have demand for a savings account; 76% cannot answer 4 out of 5 basic finance quizzes.
Product innovation proposes CAKE Future Bloom, CAKE Grow Streak, and CAKE Smart Balance.
Business objectives include +80,000 incremental CAKE Savings activations and +40% second-deposit rate within 60 days.
Campaign budget totals 8B VND across Awareness, Activate, and Grow phases.
Reached Top 30 among 3,000+ participants. Shows ability to work with service, fintech, and customer-acquisition contexts.