The future of financial support: How IG Group is transforming with Fin

Hannah Reid, Global Head of Trading Services at IG Group:

IG Group is a global leader in online trading and investing. We're in an industry which is highly emotive and highly sensitive. It's people's money, it's people's futures at stake. Customer service is really fundamental to the value proposition. We're not just here to answer routine, simple inquiries. We have to empower every single one of our users to make informed trading and investing decisions that meet their financial goals.

Hayley Gibbs, Head of T&O Transformation Insights at IG Group:

Really, I think we just wanted more self-service for our customers. We wanted that enhanced customer experience.

People were calling up for things that we wanted them to be able to find themselves quickly.

Hannah Reid, Global Head of Trading Services at IG Group:

The human support that we can offer at the moment is being used up doing a lot of things that an AI could do. So once we deflect that, and have the AI doing it, then the humans are going to really make the difference between good customer service and exceptional.

Hayley Gibbs, Head of T&O Transformation Insights at IG Group:

We looked at lots of different vendors. What made Fin stand out for us was its integrated front end, which means that a lot of dev work that we might have had with some other vendors was cut out.

Also, it's configurable across multi-brands, which is really important to us. We have lots of different markets which are regulatory diverse, so that was important for us.

Also, just Intercom's commitment to looking at specific use cases and their whole roadmap aligned with our transformation objectives. So it just felt really right.

Hannah Reid, Global Head of Trading Services at IG Group:

Fin has been a relatively recent colleague, or addition, to our team. And already, we are seeing customer satisfaction and customer experience scores in the 90s, ninety percent and above, which is phenomenal.

Hayley Gibbs, Head of T&O Transformation Insights at IG Group:

We currently have Fin on email, chat, and WhatsApp. And in several languages. Some of our deflection rates on chat have reached highs of up to 70%, which is really great for us.

Demand for Fin has gone up, so we can see that people are getting that enhanced customer experience from going to Fin, which is what we wanted to achieve.

Hannah Reid, Global Head of Trading Services at IG Group:

We have started to automate a lot more than we imagined just a few months ago. So I think in the next few months, we will see such an acceleration of the automation capabilities and the deflection capabilities.

What we think of now as personalized or predictive support is just going to be completely transformed, and how we interact with customers, and where we interact with customers, is probably going to be in a way that we can't really imagine right now.