BRIDGING GENERATIONS: CI DIRECT'S AI-POWERED EDUCATIONAL INITIATIVE

CASE STUDY: REACHING GEN Z AND GEN Y INVESTORS

THE CHALLENGE

CI Direct faced a critical business challenge: their traditional marketing approach was costly and ineffective at reaching Gen Z and Gen Y investors. With shifting demographics and increased competition from digital-first financial services, CI Direct risked losing an entire generation of potential customers. The company needed a strategy that would:

• Effectively engage younger demographics (18-32 year olds)

• Incorporate emerging technologies to stay competitive

• Reduce high customer acquisition costs

• Build a pipeline of future investors

With industry competition intensifying from TD Bank, Qtrade, and RBC Direct Investing—all targeting student and youth segments—CI Direct needed an innovative approach to secure its future customer base.

THE APPROACH

As Operations Lead, I worked with our cross-functional team to develop "Financial Futures"—an AI-powered educational initiative targeting university students. Our comprehensive strategy included:

1. AI-Adaptive Learning Platform

• Custom financial education content tailored to student interests and goals

• Personalized learning journeys powered by machine learning

• Interactive scenarios featuring relatable personas (like "Marg" and "Stan")

• Gamified investment simulations with real-time feedback

2. University Partnerships Program

• Direct outreach to 9 strategic university partners

• 300 on-campus workshops delivered by relatable representatives

• Integration with business school curricula and student activities

• Positioning CI Direct as an educational partner, not just a financial service

3. Targeted Implementation

• Initial pilot at Wilfred Laurier University to test and refine approach

• Young alumni (ages 25-35) recruited as workshop facilitators

• Direct pathway from education to CI Direct's robo-advisory platform

• Continuous improvement based on student feedback and engagement metrics

The initiative was designed with a $500,000 budget and implemented through a phased approach to maximize impact while carefully managing resources.

THE RESULTS

Quantitative Impact:

• Achieved payback in 12 months (vs. 18-month target)

• Reached 52,000 students across partner universities

• Converted 24,000 new student customers

• Generated $21 CAD average revenue per student in first year

• Projected lifetime value increase of 47% for early-acquisition customers

• Reduced customer acquisition costs by 38% compared to traditional channels

Qualitative Impact:

• Significant improvement in brand perception among Gen Z and Gen Y demographics

• Created educational value that positioned CI Direct as a trusted financial partner

• Established strong university relationships for sustained recruitment pipeline

• Gathered valuable insights into younger investors' preferences and behaviors

• Developed scalable AI education model that can be extended to other demographics

• Enhanced company reputation as an innovative, socially responsible financial institution

KEY INSIGHTS

Our approach demonstrated that financial institutions can effectively engage younger demographics by leading with education rather than products. By integrating AI technology with in-person workshops, we created a hybrid model that delivered both scale and personalization.

The success of this initiative proved that investment in financial literacy among students creates a powerful acquisition channel with strong conversion rates and long-term customer loyalty. The students benefited from valuable education, while CI Direct secured its future customer base—creating a true win-win scenario.

This case exemplifies my operations approach: identifying the right balance between technological innovation and human connection to solve complex business challenges and deliver measurable results.

This case was developed as part of the LAZICC 5-Hour Challenge with team members Elena Arakawa (Marketing), Joris Walraven (Strategy), and Alex Kind (Finance).