The WBS story

From an ageing unknown regional building society, to a fast growing human-centric financial partner for the people of the Wairarapa.

WBS (Wairarapa Building Society) is a small, 140 year old, regional building society. It offers only two products, mortgages and term deposits. 

WBS had become staid; irrelevant to the community it served. In mid-2019, WBS and Eleven began the work of turning WBS into to a human-centric, growth-focused business. 

WBS was almost a Human-centric business. 

WBS’s move to a Human-centric business involved sharpening WBS’s brand, products, expertise and customer engagement. WBS and Eleven redesigned and implemented an ‘always on’ offline and online communication strategy 

Eleven developed a deep understanding of WBS, its market, and its customers. Societal change and increased investment in transport links had made the Wairarapa region accessible for young families and retirees from Wellington city. This provided WBS with a unique growth opportunity.  

WBS is now well known and understood by local and new entrant customers alike. It is now achieving the highest business growth it has ever experienced; 40% customer growth in 3 months. 

Eleven found WBS’s approach to its customers was unique and valuable. WBS delivered valuable local knowledge with regards to a house purchase, alongside a simple but effective programme in customer financial literacy. 

WBS now sees itself not as a bank or building society, but as a valuable human-centric business that is deeply embedded in its community.