Bank services naming

Background & Challenge

Founded more than 150 years ago, Royal Bank of Canada (RBC) is the largest bank in Canada and one of the largest in the world, with more than 17 million customers. RBC wanted to make clear that despite being a truly historic institution, it’s not “your father’s bank.” It began a number of initiatives to reinvent the banking experience for its clients, designing services for everyday people to make their lives easier, every day. Rewards points, gasoline and shopping discounts and other savings offers, rebates, and ways to reduce monthly fees all mean more money in your pocket. To help customers manage and maximize all these benefits, including the legacy Avion Rewards, RBC integrated them into a single program, which needed a name. 

The following year RBC came back to us to name the program’s companion tool—an interactive, personalized summary of the value a customer has gained across all channels as well as tips and reminders on how to maximize benefits going forward. Part of the RBC Mobile banking app, the tool makes it easy to see every way that your RBC relationship delivers. Because the tool was poised to launch, they needed a name, including availability prescreening and review by multiple client team members, ASAP.

Naming the products

Because the program is designed to seamlessly fit into the lives of busy people, we recommended RBC Vantage, a straightforward name that expresses the ideas of value and advantage as well as the overview the program offers. For the tool, Vantage Snapshot clearly communicates that the tool enables you to see it all, instantly.