kameel baksh

Author: Kameel

  • The Answer Already Exists

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    A full-page ad ran in the Globe and Mail listing twenty-two fees charged by Canada's five biggest banks against the corresponding zero at Wealthsimple. No headline claim beyond the fact…

  • Missing, Not Absent

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    Something is missing in financial services marketing. Not absent. Missing. Let's start with retail. Patagonia. I know; a jacket company and a bank are not the same kind of business.…

  • Canada & Claude

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    Anthropic published a look at how Canada uses Claude this week, and the finding underneath it is interesting. Adoption of any tool is gated by a few things stacking in…

  • The customer did not choose you. That is a customer the system delivered to you.

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    This piece sits at the intersection of household economics and institutional marketing strategy. It is written for product and sales leaders in Canadian financial services who are building for the…

  • Is this real?

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    Is This Real? AI just turned up the volume on a question we were already asking. We have always been uneasy about whether the person presenting themselves to us is…

  • The same offer, different decade

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    I opened three banking apps this week, back to back, mostly out of habit. Wealthsimple, TD, Scotiabank. Each one had a headline offer waiting on the landing screen. A cash…

  • What's useful, keeps moving

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    Scotia Insights has been running for ten years now. I keep turning that number over, because almost nothing else I built in the same period has survived this long. Campaigns…

  • Which number did you mean?

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    Sun Life reported two profit figures for the same three months: $1,050 million and $465 million. Both are correct. They are not measuring the same thing. $1,050M underlying $465M reported…

  • The room always goes quiet when you say stop

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    THE ROOM GOES QUIET WHEN YOU SAY STOP I have recommended cutting direct-to-consumer performance spend in financial services twice In 2020, Airbnb found itself with no product to sell. Travel…

  • Nobody actually wants to think about payments.

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    In 2014, a two-person team at Tencent built a side feature with a six-week deadline. Digital red envelopes — hongbao — let WeChat users send small amounts of money to…