Smarter product design: Smarten your shelf to amplify your margin

Your product shelf might be costing you more than you think

Many banks find themselves struggling with product design. Some have accumulated too many overlapping products over time, creating internal complexity and customer confusion. Others have gone too far in the opposite direction, offering too few deposit choices to meet diverse customer needs or behavioral segments.

Optimizing the product shelf, ensuring the right balance of breadth, clarity, and relevance, is therefore a critical goal. Poorly structured shelves often reflect ineffective bundling, where products are combined in ways that fail to resonate with customers or even add to the confusion. Conversely, thoughtful bundling can streamline choices, create stronger value propositions, and help banks better align their offerings with customer behaviors and preferences.

When there isn't a purposeful and structured range of products, balancing growth, margin, and retention becomes a difficult task. The…