Financial Services

Industries Diwan Consulting

The finance sector: an environment undergoing deep transformation

Financial services industry Diwan Consulting

The finance sector is going through a phase of profound structural transformation, driven by simultaneous shifts on regulatory, technological, economic and competitive fronts. Banks, insurers, financial institutions, fiduciary firms and new fintech players operate in an environment where historical models are being challenged and adaptability becomes a key factor of resilience and performance. Increasing regulatory requirements, particularly regarding compliance, anti-money laundering, data protection and financial transparency, impose greater operational rigor on organizations. These constraints, far from being purely legal, have a direct impact on internal processes, information systems and management practices. Compliance therefore becomes an organizational and technological challenge in its own right.

At the same time, the digitalization of usage is profoundly transforming the relationship between financial institutions and their clients. Expectations for smoothness, speed, personalization and service accessibility have never been higher. Clients—individuals, professionals and businesses—now compare the experiences offered by traditional players with those of fintechs and digital platforms, often more agile and user-centric.

In this context, information systems play a central role. The integration of CRM solutions, performance management tools, process automation and analytics platforms becomes a decisive lever to improve operational efficiency, increase data reliability and support decision-making. However, the success of these transformations depends not only on technology, but on organizations’ ability to align tools with business processes, internal capabilities and company culture.

Competition has also intensified with the emergence of new specialized players able to position themselves quickly on specific segments of the financial value chain. Neobanks, payment platforms, alternative financing players and specialized financial service providers are redefining market standards and increasing pressure on established institutions.

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, control costs, secure operations and manage performance becomes a major strategic challenge.

In response to these transformations, financial players must rethink their operating models, processes, go-to-market strategies and performance management mechanisms. Sustainable performance now relies on a close combination of strategic clarity, operational excellence, technological mastery and the ability to manage change within organizations.


Some key figures from the global finance market

Case study – Carrefour Banque & Assurance

Financial services industry case study Carrefour Banque & Assurance France Diwan Consulting

Organizational transformation and Salesforce CRM integration

Carrefour Banque & Assurance launched a structuring transformation program aimed at strengthening the operational efficiency of its teams, improving cross-functional coordination and increasing the reliability of commercial and relationship performance management. In a highly regulated banking and insurance environment, this project was part of a broader effort to modernize tools and ways of working, while ensuring a high level of compliance and risk control.

At the core 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 went far beyond a technology deployment: it was primarily an organizational program, requiring a deep redesign of workflows, team interactions and operational practices. Diwan Consulting supported the program as an organization and transformation partner, using an AGILE Scrum approach to secure both business relevance and operational success.

Understanding business processes and operational challenges

The engagement began with an in-depth understanding phase of existing processes. Diwan Consulting organized and facilitated a series of workshops bringing together the relevant business teams in a collaborative and structured way. The objective was to build a clear and shared vision of current practices, operational sequences and day-to-day friction points. This phase made it possible to precisely map workflows, identify dependencies between teams and highlight areas of complexity, redundancy or loss of efficiency. It also provided a clearer understanding of business owners’ expectations for the future CRM beyond purely technical features.

Critical analysis and process redesign

Based on this modeling, Diwan Consulting conducted a critical analysis of existing processes to assess their relevance, efficiency and ability to support the organization’s objectives. This analysis helped distinguish what should be kept, adjusted or rethought, taking into account regulatory constraints specific to banking and insurance. Diwan Consulting then proposed a redesign of work processes aimed at greater clarity, fluidity and consistency. The objective was to simplify journeys, clarify responsibilities and improve decision transparency, while ensuring that the new processes could be fully supported by Salesforce.

Modeling target processes in Salesforce

Once target processes were defined, Diwan Consulting supported their direct modeling in Salesforce. This step consisted of translating business needs and new ways of working into functional specifications usable by technical teams. Throughout this phase, Diwan Consulting played an interface role between business teams and IT, ensuring technical choices remained aligned with operational objectives. This approach limited gaps between the initial business vision and the solution actually implemented.

Integration monitoring and coordination with technical teams

During the integration phase, Diwan Consulting closely monitored project progress in coordination with internal and external technical teams. The teams ensured business needs were respected, functional evolutions were properly taken into account and the overall solution remained coherent. The AGILE Scrum approach enabled short cycles, facilitating continuous adjustments and rapid resolution of identified issues. This dynamic helped secure the project trajectory in a context of strong organizational complexity.

Training, change management and adoption

Recognizing that transformation success depends on adoption by teams, Diwan Consulting supported Carrefour Banque & Assurance in preparing and delivering change management. Teams were trained on the new tool and new processes to foster fast and sustainable adoption. Support guides and learning materials were designed to facilitate Salesforce onboarding and embed new practices into daily operations. This approach reduced resistance to change and strengthened user engagement.

A key part of this training was the integration of artificial intelligence (AI) into the new CRM and ensuring users and employees understood how to use it effectively. As a highly impactful tool, it was important not only to integrate AI into the CRM, but also to train teams so it could deliver optimal results.

Handover and sustaining the transformation

The engagement concluded with a structured handover designed to ensure continuity and autonomy for teams after the end of the support. Deliverables, documented processes and the tools implemented enabled Carrefour Banque & Assurance to continue the transformation over time with a solid organizational and technological foundation.

Value creation and key learnings

Diwan Consulting’s support enabled Carrefour Banque & Assurance to turn a CRM project into a true lever for organization and performance. By placing processes, business needs and adoption at the heart of the approach, the program strengthened operating model consistency, 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 organizational transformation programs, operating at the intersection of strategy, organization, technology and change management.

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Case study – TL Fiduciaire in Geneva, Switzerland

Financial services industry case study marketing TL Fiduciaire Switzerland Geneva Diwan Consulting

Structuring growth through marketing strategy and digital

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

At the start of the engagement, TL Fiduciaire had strong capabilities and local recognition, but faced several growth challenges. Its digital presence needed improvement, lead generation relied mainly on network and referrals, and marketing levers were not yet used systematically. The challenge was to professionalize the marketing approach while respecting the specificities of the accounting sector, which requires credibility, trust and compliance. Diwan Consulting supported TL Fiduciaire as a strategic marketing partner, with an end-to-end approach designed to structure the foundations for growth, strengthen the firm’s visibility and turn its audience into qualified business opportunities.

Strategic analysis and marketing audit

The engagement began with a phase of in-depth strategic analyses and a marketing audit. Diwan Consulting reviewed TL Fiduciaire’s positioning, offer clarity, message consistency and how the firm was perceived in its target markets. This analysis helped better understand the expectations of business leaders, independent professionals and local organizations, as well as relevant differentiation factors in a dense competitive environment. The audit also covered existing communication channels, website effectiveness, search engine visibility and the firm’s ability to capture the attention of qualified prospects. This phase identified 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 goal was not to multiply actions, but to prioritize the highest value levers, taking into account regulatory constraints and buying decision dynamics in the fiduciary sector. The strategy aimed to strengthen the firm’s credibility, improve visibility on high-intent searches and structure progressive conversion journeys, enabling trust to be built with prospects before commercial contact.

Redesigning digital presence and SEO optimization

A central focus of the support was the redesign of the firm’s digital presence. Diwan Consulting conducted a detailed SEO audit to identify opportunities to improve organic search performance across technical aspects, content and site structure. Based on this, TL Fiduciaire’s website was reworked to improve clarity, SEO performance and user journey clarity. Content was structured to meet search engine expectations while maintaining an institutional and credible tone suitable for the accounting sector. This redesign sustainably improved the firm’s visibility on strategic searches related to its services and geographic areas.

Lead generation and conversion journey structuring

In parallel with the SEO redesign, Diwan Consulting supported the implementation of lead generation campaigns combining organic and paid levers. Dedicated landing pages were designed to capture prospect interest and facilitate contact. Targeted Google Ads and LinkedIn Ads campaigns were deployed in line with the defined strategy to capture high-intent audiences and strengthen the firm’s presence in priority markets. These actions were complemented by the structuring of lead nurturing mechanisms to maintain relationships with prospects, support their decision-making and progressively guide them toward conversion.

Brand awareness 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 consistent, professional and credible presence capable of strengthening awareness and establishing expertise. Content was designed to highlight the firm’s competencies, explain key topics and build trust with target audiences.

Results and value creation

All these actions enabled TL Fiduciaire to reach a new level in marketing and commercial structuring. The firm strengthened its visibility, improved organic search performance, increased brand awareness in its operating areas and built more predictable lead generation levers. Without sharing figures for confidentiality reasons, the support contributed to a measurable increase in qualified leads and sales growth, while strengthening the firm’s marketing maturity. Beyond immediate results, TL Fiduciaire now has solid foundations to sustain growth and continue its ambition to become a reference player in accounting services in French-speaking Switzerland.

Key learnings

This case study illustrates Diwan Consulting’s ability to support financial and fiduciary firms in structuring their growth by combining strategic analysis, digital marketing and operational execution. It shows that a methodical, aligned approach can turn a highly expert firm into an organization that is visible, attractive and sustainably performant in its market.

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Case study – Bebop neobank in France

Financial services industry case study Bebop France Neobank 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 highly competitive fintech environment, marked by the rapid emergence of new players and high expectations in terms of user experience, Bebop set the ambition to become a reference player for freelancer services in France, and then in Europe.

Beyond payment services, Bebop and its group carry a broader vision: building a complete ecosystem dedicated to IT freelancers, progressively integrating umbrella employment services, accounting, editorial content, professional visibility and, ultimately, financing solutions adapted to the specificities of this population. This ambition required a coherent marketing strategy capable of supporting the ramp-up of the offering and sustaining growth over time. Diwan Consulting supports Bebop as a strategic marketing and growth partner, with an end-to-end approach aimed at clarifying positioning, structuring acquisition levers and deploying lead generation and lead maturation mechanisms adapted to freelancers’ decision cycles.

Clarifying positioning and target audiences

The support began with a clarification of Bebop’s positioning in the fintech and freelancer ecosystem. Diwan Consulting analyzed the specific expectations of IT freelancers, their administrative constraints, financial behaviors and decision criteria when choosing banking solutions and related services. This work refined Bebop’s value proposition by highlighting simplicity, industry specialization and the ability to support freelancers beyond the bank account itself. This clarification was essential to ensure message consistency and avoid positioning dilution versus generalist neobanks.

Structuring the marketing strategy and growth levers

Based on this positioning, Diwan Consulting supported Bebop in structuring its marketing strategy by combining organic and paid levers. The objective was not only to generate traffic, but to build acquisition journeys capable of attracting qualified profiles and progressively guiding them toward service adoption. Marketing campaigns were designed to address the concrete challenges faced by IT freelancers, fitting into their professional daily life and showcasing the operational benefits of Bebop solutions. This approach strengthened message relevance and improved lead quality.

Deploying acquisition campaigns and lead generation

Diwan Consulting supported the rollout of acquisition campaigns across multiple channels, ensuring overall consistency between messages, visuals and user journeys. Paid campaigns were used in a targeted way to capture high-intent audiences, while organic levers contributed to building more sustainable visibility. Lead generation was structured around mechanisms designed to capture freelancers’ interest, qualify their needs and direct them toward the most relevant services. This approach allowed Bebop to progressively strengthen its commercial pipeline while improving audience understanding.

Implementing lead nurturing journeys

Recognizing that adopting a financial solution is not an immediate decision, Diwan Consulting supported Bebop in implementing lead nurturing journeys tailored to IT freelancers. These journeys aimed to build trust, provide informative value and support prospects’ decision-making over time. Educational content, targeted communications and automated sequences helped maintain lead engagement and enable progressive conversion. This approach improved lead maturity and increased the effectiveness of commercial actions.

Developing social media presence and organic content

Diwan Consulting also supported Bebop in structuring its social media presence, focusing on the most relevant platforms for IT freelancers. The objective was to build a coherent, regular and credible presence capable of strengthening brand awareness and establishing expertise within the community. Content was designed to address real freelancer concerns, covering topics related to financial management, independent work and market evolution. This approach created a durable bond 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 sharing figures for confidentiality reasons, the actions contributed to increased brand visibility, improved lead quality and a progressive ramp-up of the services offered. Beyond immediate outcomes, the support delivered a clear marketing strategy, structured acquisition and nurturing journeys, and a solid foundation to support Bebop’s development ambitions in France and Europe.

Key learnings

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

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Case study – Aslan Invest Qatar

Financial services industry case study marketing Aslan Invest Qatar Diwan Consulting

Strategic analysis and market study for European expansion

Aslan Invest, an investment company based in Qatar, engaged Diwan Consulting to assess investment opportunities in Europe. The key challenge of this mission was to provide a structured, reliable and actionable view of European markets, integrating economic, regulatory and sector dynamics.

Diwan Consulting conducted an in-depth strategic analysis and market study, identifying geographic areas, high-potential sectors and market entry conditions across Europe. The work enabled Aslan Invest to access structured data and decision-support elements to guide its investment strategy in a clear and controlled way.

Conclusion

The missions delivered for Carrefour Banque & Assurance, TL Fiduciaire, Bebop and Aslan Invest illustrate the breadth and depth of Diwan Consulting’s expertise in the finance sector. Beyond these references, Diwan Consulting supports many other financial players on strategy, organization, digital transformation, marketing and growth topics.

This experience enables Diwan Consulting to support financial companies of all sizes, from established institutions to emerging players, by tailoring interventions to each organization’s specific challenges. Our approach is designed to turn financial sector constraints into levers for sustainable performance and value creation.

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