Company Profile


Principality is a Building Society based in Cardiff, Wales. With assets of £8bn, it is the largest building society in Wales and the sixth largest in the United Kingdom

The Problem


Principality were beginning to embark on a digital transformation, moving the business offline to online and Accelerate Agency were brought on to help guide the process and turn the transformation into a triumph.

The Solution


We started our process by implementing a micro-funnel on the website to identify field abandonment points using click tracking and virtual pageviews. Following this, we set up pseudo-ecommerce for lead generation using savings and mortgage rates to estimate product values. To solidify our 360 integration across all touch points, our final touch was to connect the GA session IDs and marketing channel data to Principalities CRM system, so they could accurately determine which marketing channels were driving qualified applications.

The Results

Over the course of Q1 - Q2 2020 (in comparison to Q3-Q4 2020) Principality has experienced a 119% increase in Savings Applications along with their saving conversion rate improving from 1.01% - 2.02%.

New team prepared for
Google Analytics problems

New team able to superbly
implement Google Tag Manager


Accelerate Agency has enabled the building society to be more responsive to changing markets and customer needs, which has resulted in higher profit margins. Prior to the digital transformation, Principality could not access this data in real-time.

What our Client Says


"Phil is clearly an expert in his field and his knowledge was obviously second-to-none. It was helpful to look at GTM with an expert."...
..."The Google data studio training greatly improved our business performance reporting." - Sofia Alvadia, Online Marketing Manager.

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