Financial Services

Sectors — Diwan Consulting

The financial sector: an environment in profound transformation

Financial services sector — Diwan Consulting

The financial sector is undergoing a profound structural transformation, driven by simultaneous shifts on the regulatory, technological, economic and competitive fronts. Banks, insurers, financial institutions, fiduciaries and emerging fintech players are evolving in an environment where historical models are being challenged and where the capacity to adapt has become a key factor of resilience and performance. The intensification of regulatory requirements, particularly regarding compliance, anti-money laundering, data protection and financial transparency, is imposing greater operational rigour on organisations. These constraints, far from being purely legal, have a direct impact on internal processes, information systems and management approaches. Compliance has thus become a fully-fledged organisational and technological challenge.

At the same time, the digitalisation of customer behaviour is profoundly transforming the relationship between financial institutions and their clients. Expectations in terms of fluidity, speed, personalisation and accessibility of services have never been higher. Clients, whether individuals, professionals or companies, now compare the experiences offered by traditional players with those of fintechs and digital platforms, which are often more agile and user-oriented.

In this context, information systems occupy a central place. The integration of CRM solutions, management tools, process automation and analytical platforms is becoming a decisive lever for improving operational efficiency, ensuring data reliability and supporting decision-making. However, the success of these transformations rests not solely on technology, but on organisations' ability to align tools with business processes, internal competencies and company culture.

Competition has also intensified with the emergence of new specialised players, capable of quickly positioning themselves on specific segments of the financial value chain. Neobanks, payment platforms, alternative financing actors and specialised financial service providers are redefining market standards and exerting increased pressure on established players.

Finally, finance is evolving in a macroeconomic context marked by uncertainty, market volatility and rapidly changing investor expectations. In this environment, the ability to structure growth, manage costs, secure operations and steer performance has become a major strategic challenge.

Faced with these transformations, financial players must rethink their organisational models, processes, go-to-market strategies and management frameworks. Sustainable performance now depends on a close combination of strategic clarity, operational excellence, technological mastery and the ability to manage change within organisations.

Key figures from the global financial market

  • 26

    Trillion dollars in market capitalisation

  • 110

    Trillion dollars in assets under management (AUM)

  • 80%

    Of customers using online banking

  • 300

    Billion dollars invested in Fintech

Case Study — Carrefour Banque et Assurance

Financial services sector — Carrefour Banque et Assurance case study — Diwan Consulting

Organisational transformation and Salesforce CRM integration

Carrefour Banque et Assurance launched a structuring transformation programme aimed at strengthening the operational efficiency of its teams, improving coordination between business units and ensuring reliable management of its commercial and relationship activities. In a heavily regulated banking and insurance environment, this project was part of a drive to modernise tools and working methods, while guaranteeing a high level of compliance and risk management.

At the heart of this transformation was the integration of a new Salesforce CRM, used as the central foundation for customer relationship management and business owner processes. The challenge was not limited to a technology deployment: it was above all an organisational project, involving a fundamental overhaul of work processes, team interactions and operational practices. Diwan Consulting acted as an organisational and transformation partner, using an AGILE Scrum methodology to secure both the business relevance and operational success of the project.

Understanding business processes and operational challenges

The engagement began with an in-depth phase of understanding existing processes. Diwan Consulting organised and facilitated a series of workshops bringing together the relevant business teams, in a collaborative and structured approach. These workshops aimed to generate a clear and shared view of current practices, operational sequences and friction points encountered on a daily basis. This phase enabled precise mapping of work processes, identification of inter-team dependencies and highlighting of areas of complexity, redundancy or loss of efficiency. It also provided a better understanding of business owners' expectations regarding the future CRM, beyond purely technical functionalities.

Critical analysis and process redesign

Based on this modelling, Diwan Consulting conducted a critical analysis of existing processes to assess their relevance, efficiency and ability to support the organisation's objectives. This analysis identified what needed to be retained, adjusted or rethought, taking into account the regulatory constraints specific to the banking and insurance sector. Diwan Consulting's teams then proposed a redesign of work processes, oriented towards greater clarity, fluidity and coherence. The objective was to simplify journeys, clarify responsibilities and improve decision readability, while ensuring that the new processes could be fully supported by Salesforce.

Modelling target processes in Salesforce

Once the target processes were defined, Diwan Consulting supported their direct modelling within Salesforce. This step involved translating business needs and new ways of working into functional specifications usable by technical teams. Throughout this phase, Diwan Consulting acted as an interface between business and IT teams, ensuring that technical choices remained aligned with operational objectives. This positioning helped to limit gaps between the initial business vision and the solution actually integrated.

Integration monitoring and coordination with technical teams

During the integration phase, Diwan Consulting ensured close monitoring of project progress, in coordination with internal and external technical teams. The teams ensured that business needs were respected, functional changes were properly taken into account and the overall solution remained coherent. The AGILE Scrum approach established short cycles, enabling continuous adjustment and rapid resolution of identified issues. This dynamic helped to secure the project trajectory in a context of high organisational complexity.

Training, change management and adoption

Aware that the success of any transformation project depends on adoption by the teams, Diwan Consulting supported Carrefour Banque & Assurance in preparing and implementing the change management programme. Teams were trained in the use of the new tool and new processes, in order to facilitate rapid and lasting appropriation. Guidance materials and training resources were designed to facilitate the handling of Salesforce and embed new practices in the daily routine of the teams. This approach helped reduce resistance to change and strengthen user engagement.

An important aspect of this training was the integration of artificial intelligence into the new CRM and helping users and employees of Carrefour Banque et Assurance understand how to use it. As an incredibly effective and important tool, it was essential to integrate AI into the CRM and train teams in its use to achieve optimal results.

Handover and sustainability of the transformation

The mission concluded with a structured handover, aimed at ensuring continuity and team autonomy after the end of the engagement. The deliverables, documented processes and tools put in place enabled Carrefour Banque & Assurance to continue the transformation over time, with a solid organisational and technological foundation.

Value creation and key lessons

Diwan Consulting's support enabled Carrefour Banque & Assurance to transform a CRM project into a genuine lever for organisation and performance. By placing processes, business needs and adoption at the heart of the approach, the project strengthened the coherence of working methods, improved operational efficiency and secured the integration of a strategic tool. This case study illustrates Diwan Consulting's ability to support leading financial players on complex organisational transformation projects, intervening at the interface between strategy, organisation, technology and change management.

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Case Study — TL Fiduciaire in Geneva, Switzerland

Financial services sector — TL Fiduciaire Switzerland Geneva case study — Diwan Consulting

Structuring growth through marketing strategy and digital

TL Fiduciaire is an accounting firm based in French-speaking Switzerland, operating primarily in the cantons of Geneva, Vaud and Lausanne. In a historically competitive, fragmented and strongly relationship-driven market, the firm launched an ambitious development strategy aimed at strengthening its visibility, reputation and ability to attract new clients in a structured and sustainable way.

At the outset of the mission, TL Fiduciaire had a solid base of competencies and strong local recognition, but faced several growth challenges. The firm's digital presence had room for improvement, lead generation relied primarily on its network and word of mouth, and marketing levers had not yet been exploited in a systematic way. The challenge was to professionalise the marketing approach while respecting the specific characteristics of the accounting sector, marked by requirements of credibility, trust and compliance. Diwan Consulting acted as a strategic marketing partner, with a global approach aimed at structuring the foundations of growth, strengthening the firm's visibility and converting its audience into qualified commercial opportunities.

Strategic analysis and marketing audit

The mission began with a phase of in-depth strategic analysis and marketing audit. Diwan Consulting studied the positioning of TL Fiduciaire, the clarity of its offering, the coherence of its messages and the firm's perception in its target markets. This analysis provided a better understanding of the expectations of company directors, self-employed individuals and local structures, as well as the relevant differentiating factors in a dense competitive environment. The audit also covered existing communication channels, website effectiveness, visibility on search engines and the firm's ability to capture the attention of qualified prospects. This phase identified the gaps between the firm's potential and its actual market presence.

Defining the annual marketing strategy

Based on these analyses, Diwan Consulting supported TL Fiduciaire in defining a structured annual marketing strategy, aligned with the firm's growth objectives. The challenge was not to multiply actions, but to prioritise the highest added-value levers, taking into account regulatory constraints and the nature of purchase decisions in the fiduciary sector. The strategy aimed to strengthen the firm's credibility, improve its visibility on high-intent queries and structure progressive conversion journeys, enabling trust to be built with prospects before any commercial contact.

Digital presence overhaul and SEO optimisation

A central axis of the engagement focused on overhauling the firm's digital presence. Diwan Consulting conducted a detailed SEO audit to identify opportunities for improving natural search engine visibility, covering both technical aspects and content and site structure. On this basis, TL Fiduciaire's website was reworked to improve its readability, SEO performance and the clarity of user journeys. Content was structured to meet search engine expectations while maintaining an institutional and credible tone appropriate to the accounting sector. This overhaul durably improved the firm's visibility on strategic queries related to its services and geographical areas.

Lead generation and structuring of conversion journeys

In parallel with the SEO overhaul, Diwan Consulting supported the implementation of lead generation campaigns combining organic and paid levers. Dedicated landing pages were designed to capture prospects' interest and facilitate contact. Google Ads and LinkedIn Ads campaigns were deployed in a targeted manner, in line with the defined strategy, to capture a qualified audience and strengthen the firm's presence in its priority markets. These actions were complemented by the structuring of lead nurturing systems, enabling the firm to maintain contact with prospects, nourish their thinking and progressively accompany them towards a decision.

Brand awareness development and social media presence

Diwan Consulting also supported TL Fiduciaire in structuring its social media presence, in line with its positioning and values. The objective was not to produce high-volume content, but to build a regular, professional and credible presence, capable of strengthening the firm's reputation and establishing its expertise. Content was designed to showcase the firm's competencies, decode key topics and reinforce the relationship of trust with target audiences.

Results and value creation

Together, these actions enabled TL Fiduciaire to reach a new level in its marketing and commercial structuring. The firm strengthened its visibility, improved its natural search engine ranking, increased its reputation across its areas of operation and structured more predictable lead generation levers. Without disclosing figures for reasons of confidentiality, the engagement contributed to a measurable increase in qualified lead volume and sales growth, while strengthening the firm's marketing maturity. Beyond the immediate results, TL Fiduciaire now has solid foundations to support its growth and pursue its ambition of becoming a reference player in the accounting sector in French-speaking Switzerland.

Key lessons

This case study illustrates Diwan Consulting's ability to support financial and fiduciary players in structuring their growth, combining strategic analysis, digital marketing and operational execution. It demonstrates that a methodical and aligned approach can transform a highly expert firm into a visible, attractive and sustainably high-performing organisation in its market.

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Case Study — Bebop France Neobank

Financial services sector — Bebop France neobank case study — Diwan Consulting

Structuring the growth of a neobank dedicated to IT freelancers

Bebop is an online neobank offering payment solutions and bank accounts specifically designed for freelancers, with a strong initial positioning on IT profiles. In a particularly competitive fintech environment, marked by the rapid emergence of new players and high expectations in terms of user experience, Bebop set itself the ambition of becoming a reference player in services for freelancers in France, and then across Europe.

Beyond payment services, Bebop and its group carry a broader vision: to build a complete ecosystem dedicated to IT freelancers, progressively integrating payroll outsourcing services, accounting, editorial content, professional visibility and, ultimately, financing solutions adapted to the specific characteristics of this population. This ambition required structuring a coherent marketing strategy, capable of supporting the ramp-up of the offering and accompanying growth over time. Diwan Consulting supports Bebop as a strategic marketing and growth partner, with a global approach aimed at clarifying the positioning, structuring acquisition levers and implementing lead generation and nurturing systems adapted to the decision cycle of freelancers.

Clarifying the positioning and target audiences

The engagement began with work to clarify Bebop's positioning within the fintech and freelance ecosystem. Diwan Consulting's teams analysed the specific expectations of IT freelancers, their administrative constraints, their financial habits and their selection criteria when choosing banking solutions and associated services. This work made it possible to refine Bebop's value proposition, highlighting simplicity, professional specialisation and the ability to support freelancers beyond a simple bank account. This clarification was essential to ensure the consistency of marketing messages and avoid diluting the positioning against generalist neobanks.

Structuring the marketing strategy and growth levers

Based on this positioning, Diwan Consulting supported Bebop in structuring its marketing strategy, combining organic and paid levers. The objective was not solely to generate traffic, but to build acquisition journeys capable of attracting qualified profiles and progressively accompanying them towards adoption of the services. Marketing campaigns were designed to address the concrete challenges of IT freelancers, embedding themselves in their professional daily life and highlighting the operational benefits of Bebop's solutions. This approach strengthened the relevance of messages and improved the quality of leads generated.

Deployment of acquisition and lead generation campaigns

Diwan Consulting supported the deployment of acquisition campaigns across various channels, ensuring overall consistency between messages, visuals and user journeys. Paid campaigns were used in a targeted manner to capture high-intent audiences, while organic levers enabled the building of more lasting visibility. Lead generation was structured around systems enabling the capture of freelancers' interest, qualification of their needs and direction towards the most relevant services. This approach enabled Bebop to progressively strengthen its commercial pipeline, while improving its understanding of its audiences.

Implementation of lead nurturing journeys

Aware that the decision to adopt a financial solution is not made immediately, Diwan Consulting supported Bebop in implementing lead nurturing journeys adapted to IT freelancers. These journeys aimed to build a relationship of trust, provide informative value and accompany the reflection of prospects over time. Educational content, targeted communications and automated sequences maintained lead engagement and encouraged progressive conversion. This approach contributed to improving the maturity of prospects and strengthening the effectiveness of commercial actions.

Social media presence development and organic content

Diwan Consulting also supported Bebop in structuring its social media presence, with a focus on the platforms most relevant to IT freelancers. The objective was to build a coherent, regular and credible presence, capable of strengthening brand awareness and establishing its expertise within its community. Content was designed to address the real concerns of freelancers, covering topics related to financial management, independent working and market developments. This approach created a lasting connection with the audience and strengthened Bebop's organic visibility.

Results and sustainable growth structuring

Diwan Consulting's support enabled Bebop to progressively structure its growth levers and strengthen its presence in a competitive fintech market. Without disclosing figures for reasons of confidentiality, the actions taken contributed to increased brand visibility, improved quality of leads generated and a progressive strengthening of the services offered. Beyond the immediate results, the engagement provided Bebop with a clear marketing strategy, structured acquisition and nurturing journeys, and a solid foundation to support its development ambitions in France and Europe.

Key lessons

The Bebop case study illustrates Diwan Consulting's ability to support fintech and neobank players in structuring their growth, combining deep understanding of target audiences, marketing strategy, lead generation and operational support. It demonstrates that success in the financial sector depends as much on the clarity of positioning as on the ability to execute coherent and sustainable growth strategies.

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Case Study — Aslan Invest Qatar

Financial services sector — Aslan Invest Qatar case study — Diwan Consulting

Strategic analysis and market study for European expansion

Aslan Invest, an investment company based in Qatar, engaged Diwan Consulting to evaluate investment opportunities in Europe. The challenge of this mission lay in the ability to provide a structured, reliable and actionable reading of European markets, integrating both economic, regulatory and sector dynamics.

Diwan Consulting conducted a comprehensive strategic analysis and market study, enabling the identification of geographical areas, promising sectors and entry conditions into the European market. The work provided Aslan Invest with structured data and decision-support elements to guide its investment strategy in an informed and controlled manner.

Conclusion

The missions conducted with Carrefour Banque & Assurance, TL Fiduciaire, Bebop and Aslan Invest illustrate the diversity and depth of Diwan Consulting's expertise in the financial sector. Beyond these references, Diwan Consulting supports many other financial players on issues of strategy, organisation, digital transformation, marketing and growth.

This experience enables Diwan Consulting to support financial companies of all sizes, from established institutions to emerging players, adapting its interventions to the specific challenges of each organisation. Our approach aims to transform the constraints of the financial sector into levers of lasting performance and value creation.

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