As a bank committed to helping young people reach their financial goals, Standard Bank had to ask itself a simple question: how do we help them stay in touch with their money? They might not check their bank statements, but you know what they do check every day? Their Spotify playlists. And that’s where “Track Your Racks” was born, the first-ever playlist designed to help young people track their finances.

We collaborated with behavioural scientists to build predictive models that analysed customer spending habits. Each user was assigned to a profile, and every profile powered a unique playlist that updated dynamically based on real-world financial behaviour. All playlists were created in partnership with Spotify.

So when users heard tracks like “She Ain’t Got No Money in the Bank” by Swizz Beatz, they immediately knew their finances were on shaky ground. But when tracks like “Ballin” by Roddy Ricch came on, it meant things were looking up.

Each playlist refreshed automatically every week, supported by retargeted ads offering financial advice and relevant products aligned to each user’s predicted financial status. With “Track Your Racks”, the youth of South Africa could finally stay in tune with their finances, and that was music to our ears.