Virgin Money

Sector: Retail & SME Banking

Capability: SME Data & Analytics

Service: Propensity Modelling

Situation: The Head of Products and Lending asked Laeceum to help identify high propensity switchers as part of its participation into the RBS Incentivised Switching Scheme. The team developed a proprietary algorithm comprising 10 individual factors which were then flexed to suit the profile of a defined target customer persona that was pieced together using internal data and an outside-in view provided by the Laeceum team.


Impact: Following intensive development and testing, the algorithm was deployed at periodic intervals within the UK SME universe. The results were shared with the client by way of a secure file transfer protocol. A constant feedback and iteration loop would ensure that the algorithm received the necessary modifications to maintain efficacy.

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Ellie is a part-time Analyst at Laeceum and is currently a third-year undergraduate in Human, Social and Political Sciences at the University of Cambridge. 

Ellie has a keen interest in corporate development and plays a lead role in building out Laeceum’s Advisory capability and university outreach and third sector engagement efforts.

Ellie has prior experience as a Consultant at DeHavilland and attended Harvard’s Model United Nations programme.