Success Story: BNP Paribas Epargne & Retraite Entreprises

How to combine customer relationship digitalization and data protection when you're a leader in employee savings? This is the challenge taken up by BNP Paribas Epargne & Retraite Entreprises with its innovative digital onboarding journey project. A success story focused on customer engagement.

The client

As a leader in employee savings in France, BNP Paribas Epargne & Retraite Entreprises is a major player serving companies and employees. The BNP Paribas subsidiary supports:

• 26,000 client companies
• 1.6 million employee savers

With over 20 years of experience, BNP Paribas Epargne & Retraite Entreprises has developed advanced expertise in three areas:

• Employee savings (profit-sharing, participation, company savings plan, collective retirement savings plan)
• Corporate retirement plans (Article 83, PERE)
• Employee stock ownership

The context

BNP Paribas Epargne & Retraite Entreprises aims to differentiate itself by providing an increasingly qualitative customer relationship. But this represents a real challenge as data protection rules constantly become stricter. Teams must rethink how they support companies and employees to meet two expectations:

• Personalized support to better understand employee savings schemes perceived as complex
• Greater autonomy in managing daily savings

80% of employees find these topics anxiety-inducing and need information. To address this need, BNP Paribas Epargne & Retraite Entreprises decided to launch a major customer relationship automation initiative.

The solution

To meet this challenge, BNP Paribas Epargne & Retraite Entreprises chose to deploy with Actito a personalized digital onboarding journey for new members. The goal: to guide them step by step in discovering and using their employee savings. Specifically, a customized journey was created with:

• 4 emails sent over 4 months to each new employee saver
• Content adapted based on specific segmentation criteria (status, subscribed plans...)
• A reassuring and educational tone to build trust

The communication charter was defined in collaboration with the internal studio, while Actito teams provided their expertise at every step:

• Project scoping
• Template setup
• Technical deployment
• Performance monitoring

An innovative project conducted in an agile way to stay closer to company and employee needs.

The results

Deployed since February 2025, the personalized onboarding journey has already been sent to 32,000 new members. With more than promising results:

📥 49% email open rate, compared to 30% average in the banking sector

👆 16% click-through rate, nearly 3 times higher than the industry average (6%)

✅ 70% of new employees activated their online account following the journey 😊 A satisfaction rate of 8/10 on received messages

Beyond these performances, behaviors are evolving:

• Employees gain more autonomy in managing their savings
• Their engagement increases, with positive impacts on collections

Looking to the future

Building on the success of this first digital journey, BNP Paribas Epargne & Retraite Entreprises plans to go even further in automating and personalizing its customer relationships. Several projects are already underway with Actito:

🎯 Optimize the existing onboarding journey by refining messages and segmentation criteria 💡 Integrate new, more engaging and accessible media to enrich content

📊 Implement automated reporting to track performance in real-time

🚀 Deploy new relationship programs to support employees at every key stage of their saving journey

The goal by 2026: make Actito the foundation for industrializing omnichannel customer communication, serving the satisfaction and engagement of employee savers. A strong ambition to reinvent the relationship with employee savings.

Découvrez leur Success Story en vidéo

Avec le témoignage de Stéphanie Villatte, Responsable Datas et Marketing Relationnel chez BNP Paribas Epargne & Retraite Entreprises et Christelle Guerniou-Didier, Chef de projets marketing relationnel, qui ont partagé leur retour d'expérience lors de l'Activation Day 2025.

Discover what Actito can do for you