Rethinking relevance
In the face of shifting customer expectations, rising regulatory pressures, and fresh competition from digital disruptors, Jyske Bank needed clarity. Under a new CEO, Denmark’s third-largest bank initiated a series of internal reviews – one of them being a deep dive into its market positioning.
The question was simple: Are we still who we think we are? And more importantly, does our self-image match with what our customers and stakeholders see and experience? Manyone partnered with Jyske Bank to find the answer. By combining human stories with strategic rigor in tightly knit co-creative sprints, we helped the bank reconnect with what people really think, feel, and need from their financial partner today – and what that means for tomorrow.
A demand for clarity
Jyske Bank has grown significantly over recent years, and its once-clear challenger position no longer fit with where the bank was heading. The leadership team, including the freshly appointed CEO, recognized that legacy perceptions and internal assumptions were clouding their true position in the market. The bank needed to understand how its role, relevance, and value were seen by people across Denmark, not just leadership teams, to break with the common beliefs circulating within the bank.
A dedication to people and their stories
We designed a three-sprint research process, mixing quant and qual, inside-out and outside-in perspectives. Over 60 interviews captured the views of customers, former clients, employees, partners and experts – from homeowners to high schoolers, to leading investors and CFOs from Denmark’s largest companies.
This wide lens revealed not just data, but deeply personal stories that helped piece together the true identity of Jyske Bank. Insight cards and a living digital library gave the leadership a human, story-driven way to engage with the findings.
Bringing clarity to decision-makers
360+
insight cards
30
opportunity spaces
The result was a powerful, people-centered map of the bank’s true position. 360+ insight cards, 15 bold insights and 30 opportunity spaces helped reconnect Jyske Bank with its audience. The findings continue to inform strategy a year later, anchoring transformation across the business, from branches to boardroom.
Manyone held up a mirror in front of us, providing valuable insight into both Jyske Bank's culture, behavior and psychology – in the form of clearly formulated stories about the bank, all of which could be traced back to concrete statements from real people and experiences. These were not conclusions – they were insights. It gave us a unique opportunity to sort through the narratives of the past and take what was most culturally relevant with us.
Ditte Marie Ø. Christensen
Communications Consultant
Jyske Bank
Insight cards offered a story-driven way for leadership to engage with the findings
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