How SBAB transformed its market strategy and accelerated growth with Nepa’s analytics suite
THE OVERVIEW
SBAB
CLIENT
SBAB
SBAB
INDUSTRY
Mortgage market, financial services
Mortgage market, financial services
SOLUTIONS
Continuous Marketing Mix Modelling (cMMM), Brand Touch, Brand Tracker, Qualitative Diary Study, and Campaign Pulse MMM, Brand Touch
Continuous Marketing Mix Modelling (cMMM), Brand Touch, Brand Tracker, Qualitative Diary Study, and Campaign Pulse MMM, Brand Touch
SBAB has been a trusted name in the Swedish mortgage market since 1985. But trust alone doesn’t drive growth. To keep pace with change – and lead it – SBAB partnered with Nepa. Together, we sharpened their strategy, turned data into clear direction, and strengthened their competitive position by ensuring mortgages remained central in both offer and communication.
THE CHALLENGE
Making brand growth clear in a complex market
SBAB needed to:
- Bridge short-term wins with long-term brand strength
SBAB faced the classic dilemma: how do you hit today’s numbers while building a brand that lasts? With a broad portfolio of mortgages and savings products, they needed to show internal stakeholders that long-term brand investments also create real value. - Stand out in a saturated market
Competition in the mortgage space is fierce. Sharpening the brand’s positioning wasn’t just important – it was critical. SBAB had to remain distinctive, while ensuring every marketing touchpoint contributed to strengthening their market position and delivering business impact. - Stay front of mind
In a world of fragmented attention and fragile trust, SBAB needed to boost preference and recall – especially in competitive areas like Stockholm. That meant tracking more than awareness – they had to measure relevance. - Link perceptions with real-world behaviour
SBAB wanted to move beyond assumptions: how do people really perceive the brand – and how does that shape behaviour? That required identifying the attributes that drive decisions, and aligning messaging accordingly. - Build around real needs, not assumptions
Assumptions are easy. SBAB chose insight. Through Nepa’s Qualitative Diary Study, they uncovered customer thoughts and feelings throughout the housing journey. This gave deep understanding of needs, helped develop services that improved the experience and reduced stress, and positioned Marketing as a central hub for insight.
The approach
Turning complexity into clarity with Nepa
By partnering with Nepa, SBAB didn’t just gain a platform – they unlocked a new engine of insight. Together, we used:
- Continuous Marketing Mix Modelling (cMMM) to identify and focus on the variables that truly drive business outcomes
- Brand Touch to define and strengthen their market position, supported by campaign-level insights
- Brand Tracker to monitor brand performance and relevance over time
- Qualitative Diary Study for a deeper view into customer emotions and behaviours during the housing journey
- Campaign Pulse to evaluate the effectiveness of individual marketing initiatives
These tools have informed strategic and tactical decisions across marketing, product development, and communications.
THE RESULT
Investment with confidence, growth with clarity
With Nepa as a strategic partner, SBAB has strengthened its position as a leading force in the financial sector. By activating the full suite of data-driven tools, they’ve refined their brand positioning, elevated marketing performance and aligned strategy with real customer needs – even in a complex and competitive landscape.
A key turning point was the implementation of continuous Marketing Mix Modelling (cMMM), which gave SBAB the ability to clearly show which investments delivered measurable business outcomes. With that clarity, marketing performance became a strategic asset – and internal dialogue with the CFO and CEO shifted, becoming more focused, forward-looking and effective
“With Nepa, we can clearly show how our marketing drives both short-term results and long-term brand value. Their continuous MMM has enabled us to build stronger business cases, gain internal buy-in, and adapt strategy across products and market shifts. Marketing has evolved into a true insights hub—translating complex data into clear direction and smarter decisions across the business.”
Ludvig Carlson Marketing Growth & Strategy Manager
50+
Markets researched globally
300+
Blue chip clients worked with annually
7,500+
Brands and campaigns tracked daily
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