Breaking the Bank: How Santander Created a Money-Spinning Loan Application Flow

Santander created a best-in-class online tool by working with its customers to identify issues in its loan application form and receiving input on how to address them.

With a focus on responsible banking, Santander is one of the largest banking institutions in the world, as well as the most recognisable and valuable Spanish brand worldwide.
Industry Banking
Company size 206,000
Region Global
Business type B2B & B2C


As a leading financial service provider, Santander Finland was transitioning its service offering on its online portfolio. But there was a problem: large amounts of customers were dropping out during their online loan application process.

The challenge was clear: to improve the online application flow to reduce the drop-off rate and create a best-in-class online application process.


Santander first probed its customers to get feedback on its existing flow with a flow optimisation test. After it collected insights from the first testing round, the bank went back to the drawing table, editing its flow and presenting it to a sample of non-Santander clients.

During each testing round, Santander received usability scores, which it used to benchmark the two flows.


Through iterative testing, Santander identified all highly critical issues in its flow and learned how to address them with precision and speed. Furthermore, by presenting it to a new audience, the bank discovered its new flow outperformed the old one in every single benchmark.


Your process made usability testing quite easy for us. Before, there was a lot of hassle in conducting user research, but your process and approach were much more useful and easier for us”

Usko Manninen, Digital Marketing Leader (Nordics) at Santander Consumer Bank - Nordics.

Santander launched a customer-inspired flow that made online loan applications much smoother. As a result, online transactions grew markedly. More than that, the bank has now integrated customer insights into its production cycle, helping it make customer-inspired, more successful business decisions in a fraction of the time.