Customer Story

American Express Radically Boosts
Its Competitive Advantage with
Growth Intelligence.


Increase in lead conversion rates


Reduction in customer acquisition costs


Increase in revenue


American Express (AMEX) is a multinational financial services company that offers a broad range of financial products and services to SMEs – from international payments (FX) to business credit cards.

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AI Models Used

F Fit AI ®

V Value AI ®

P Persona AI ®


American Express asked Growth Intelligence to help find, target and communicate to businesses who required foreign exchange and international payment facilities (FXIP).


They wanted to ensure they were maximizing customer opportunities across the economy. Not only were they targeting existing customers to cross-sell FXIP services and products;they were also looking to open up new and untapped markets. As a solution to that, the marketing team’s initial instinct was to use propensity modelling.

“Growth Intelligence is like a secret weapon. It gives us an edge to target companies in a way that we weren’t able before.”

Harry Mole, Director of Marketing

“Growth Intelligence opens up a whole new strategic pathway that wouldn’t have been possible before.”

Peter Millichap, Director of Marketing

“We love calling Growth Intelligence leads. We have been able to increase conversion rates and reduce acquisiton costs.

Ross Dowson, Director of Direct Sales


The drawbacks of
propensity modelling.

As a strategy for identifying the target market for their FXIP campaigns, marketing teams first used various propensity models. But they had their fair share of challenges.

The models were using standard company attributes which didn’t explain the nuanced reasons why businesses bought from American Express. It meant that lead conversion rates were less than optimal.

It was difficult to drive performance improvements as the model was updated infrequently due to amount of manual work required.


Using the power of Growth Intelligence to drive more meaningful conversations.

After deploying Growth Intelligence models across their marketing channels, American Express saw a number of improvements:

They were able to identify B2B buyers outside of their existing field of vision: they were discovering prospects they had not considered targeting before.

They now had a much more accurate way of predicting who was going to convert before even one marketing dollar was spent marketing to them.

Since Fit AI was implemented within AMEX’s FXIP business, the rate of conversion has increased by 3x vs the existing propensity model. And the cost of acquiring a new B2B customer is now 6x times lower than before.


Going head to head.

As part of the onboarding strategy, the existing propensity model was maintained for several months and run in parallel with Growth Intelligence. On every metric, Growth Intelligence outperformed the incumbent.


The results of this side-by-side comparison revealed that:

Fit AI was 90% more accurate in predicting conversions.

Fit AI was able to refine and optimize its signals regularly, versus only once a year with the incumbent model.

Fit AI was not only converting more prospects into sales, but it was also converting more valuable prospects, resulting in almost double the revenue per campaign.

Present day

Creating personalized
experiences for every buyer.

Today American Express is using a combination of Fit AI®, Value AI® and Persona AI® to create personalized buyer experiences that customers love. Fit AI helps them accurately identify ideal buyer audiences for every product. Using Value AI, every account receives the marketing treatment they deserve, optimising for return on marketing spend. And creating messaging is now driven by insights, making every marketing message resonate.

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driving growth with Growth Intelligence

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