Hello bank! · Product Owner / Product Manager
Hello bank!, from the Orange Bank migration to an anti-churn program
Product Owner at Hello bank! (BNP Paribas): 5 projects in 3 years, from migrating Orange Bank customers to integrating an e-invoicing tool, in Agile SAFe.
- Role
- Product Owner / Product Manager
- Period
- 2023 – 2026
- Tools
- Agile SAFe, Adobe Analytics, Contentsquare, AEM, A/B testing
- Team
- BNP POs (savings, credit, trading), data team, CRO Lead, IT, Compliance, Legal
Context
Hello bank! is the 100% mobile bank of the BNP Paribas group. I was Product Owner / Product Manager there from 2023 to 2026, on the logged-in customer area, on mobile and web.
5 projects in 3 years, from moving customers to the app to integrating business tools, on a technical platform shared by BNP Paribas and Hello bank!.
The problem
Three challenges followed one another: welcoming Orange Bank's customers, keeping them, and meeting a new regulatory obligation.
- Orange Bank migration: 100,000 customers lost, including 80,000 closures linked to the migration.
- A dormancy problem around the €180 bonus.
- The e-invoicing obligation to meet by September 2026.
My role
Migration lead
App-only migration journey from Orange Bank to Hello bank! delivered in 3 months, from vision to production, reporting to the steering and executive committees.
Backlog in Agile SAFe
Backlog prioritization on the shared BNP/Hello bank! platform, paired with the BNP savings, credit and trading POs.
Compliance
Integrating an e-invoicing tool with partner OneUp, coordinating IT, Compliance and Legal.
Anti-churn program
In-app nudges and A/B tests with the data team and the CRO Lead, tracking engagement and churn KPIs.
Approach
- 01
Frame the migration
Vision, scope and planning of the app-only journey, approved by the steering then executive committee.
- 02
Prioritize in SAFe
A backlog shared with the BNP POs to move forward on a common platform without blocking each other.
- 03
Understand the departures
Cross field feedback (support, advisors) with data from Adobe Analytics and Contentsquare.
- 04
Design and test
In-app nudges and redesigned journeys, validated through A/B tests with the data team.
- 05
Secure compliance
E-invoicing integrated with OneUp ahead of the regulatory deadline, with IT, Compliance and Legal.
Deliverables
Impact
+20%
Conversion
+100K
New customers
+10%
App engagement
-20%
Customer service contacts
- App-only migration delivered in 3 months.
- Churn steadily decreasing thanks to nudges and A/B tests.
- Stronger collaboration between UX, data, CRO, IT and Compliance.
Learnings
- Churn is fixed in the journeys as much as in the offers.
- On a shared platform, pairing with the other POs matters as much as the backlog itself.
- A regulatory deadline is run like a product: framing, milestones, testing.
