Bank comes up with fun, interactive, easy ways to engage underserved Asean young adults

Gamifying money management

Starting to manage financial responsibilities as a young adult can be daunting. A UOB ethnographic study in 2017 found that while millennial consumers appreciate guidance to help them keep track of and manage finances better, they respond better to interactive and engaging prompts.

UOB TMRW addresses this by helping customers meet saving goals in more fun and easy ways through an in-app game called City of TMRW. 

Currently available in Thailand and Indonesia, City of TMR allows users to build a virtual city as they save money. As they level up, they unlock various options to enhance their virtual city, which also moves through different eras – from the prehistoric to the medieval, and then industrial era, and so on.

“The idea is to give users a more visual representation of how much they have saved, by breaking it down into smaller, more fun goals for…