How DNB took ownership of mutual fund savings in a new digital reality
In a digital landscape shaped by search engines and generative AI, DNB set out to take clear ownership of mutual fund savings. Together with our marketing agency Rocket, DNB developed a content strategy built for both people and machines— delivering strong Google rankings, AI visibility, and a new foundation for advisory-driven services.
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Winning Google and ChatGPT through machine-first content strategy
Quote from DNB
The challenge
Savings is a core pillar of DNB’s offering, with mutual funds playing a central role. Today, the bank provides access to 594 different funds—both proprietary funds and those from external providers such as Skagen and KLP. While communication around DNB’s own funds has traditionally been strong, third-party funds were typically introduced with a generic message: “You can buy most funds at DNB.”
As part of an ongoing partnership between DNB and NOVAs marketing agency Rocket since autumn 2024, a targeted initiative was launched in spring 2025 to strengthen DNB’s mutual fund pages.
Organic search is by far DNB’s most important source of traffic. At the same time, positioning for visibility in generative AI services has become increasingly critical. In this new context, vague statements like “you can buy most funds” are no longer sufficient. Digital intermediaries such as Google and ChatGPT depend on concrete, structured data and verifiable information.
The solution went live in June 2025 and delivered measurable results within the first three months.
The solution
Strong Internal Communication Enabled Rapid Execution
The project marked the beginning of a new content strategy—one designed not only to engage human users, but also to be optimized for machines. Rocket implemented a two-pronged approach:
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creating new, high-value content based on real user questions about mutual funds, and
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applying extensive structured data to ensure the content could be clearly understood by search engines and generative AI services.
By clearly articulating the long-term business value of technical improvements, the project generated strong enthusiasm among DNB’s developers and secured priority in an otherwise crowded development backlog.
Content for Humans and Machines—Simultaneously
Rocket developed a comprehensive content strategy designed to serve both people and algorithms. Fund data was presented in a clear, user-friendly format, while also leveraging an unusually extensive use of structured data. This made it possible to “feed” search engines and generative AI services with information in a format they can readily interpret.
The resulting fund solution provides detailed information on all funds available through DNB—tailored for human users and fully optimized for AI services and Google search.
The project was delivered through close collaboration between Rocket’s consultants and DNB’s internal team. DNB handled the technical implementation based on Rocket’s strategic framework, while competence building through courses, coaching, and workshops formed a key part of the delivery.
The Result
49 Top-3 Google Rankings and Broad Visibility in ChatGPT and Gemini
Within three months of launch, the project delivered clear and measurable results. DNB achieved 137 new top-10 rankings on Google, including 49 brand-new top-3 positions and 88 rankings in positions 4–10. The fund pages generated 7,130 visits from Google alone and appeared 227,000 times in search results.
DNB now ranks not only for its own funds, but also for competitor funds from KLP, Skagen, and Storebrand—positioning the bank as a neutral and authoritative market expert. The content is also referenced as a source in generative AI services such as ChatGPT and Google Gemini.
The project now serves as an internal case study at DNB and provides the foundation for a broader AI-driven content strategy.
The Road Ahead: From Foundation to Advisory Excellence
With a solid data foundation in place outlining DNB’s mutual fund offering, the next step is to enable richer mash-ups, creative combinations, and advisory-driven content using mutual funds as the primary tool for delivering personalized savings guidance.
Key Facts
- 137 new top-10 Google rankings, including 49 brand-new top-3 positions and 88 in positions 4–10.
- 7,130 visits to the fund pages from Google.
- 227,000 impressions in Google search results.
- DNB ranks not only for its own funds but also for competitor funds from KLP, Skagen, and Storebrand, positioning itself as a neutral market expert.
- Content is used as a source in generative AI services like ChatGPT and Google Gemini.
- The project now serves as an internal case study at DNB and forms the basis for a broader AI content strategy.
