Due North scales IoT platform to connect and manage over 1 million smart refrigeration units

  • Customer
  • Industry
  • Service
  • Segment
  • Author
  • MoneySuperMarket (MSM)
  • Financial Services
  • Generative AI
  • Enterprise
  • Jodie Rhodes
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At a glance

MoneySuperMarket (MSM) is a UK-based price comparison website specialising in financial services, including credit cards and loans. 

Challenge

Users researching 0% interest balance-transfer credit cards needed personalised, comparative insights to make informed financial decisions. 

Solution

Firemind developed a conversational AI agent for MSM, that provides tailored credit card calculations using customer credit reports and product data. 

Services used
  • Amazon Bedrock  
  • AWS Lambda 
  • Amazon S3 
  • DynamoDB 
Outcomes
  • Fully integrated MVP enabling real-time credit card cost illustrations 
  • Structured foundation for future AI use cases on MSM’s platform 
Business challenges

Personalised Card Recommendations Needed for Informed Decisions

  • Users often lacked clarity comparing balance transfer offers 
  • MSM required a non-advisory system that could personalise data while offering multiple eligible options 
  • Needed support for “what if” financial questions based on individual credit profiles 

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Solution

Conversational AI with Personalised Calculations and Product Insights

  • Built a Bedrock-powered AI assistant integrated into the MSM website 
  • Used customer credit report data and real-time card offer data via private API calls 
  • AI agent calculates projected savings and repayment scenarios for top 3 eligible credit cards 
  • Implements RAG to provide contextual answers to user queries 

Conversational Personalisation

The AI assistant allows users to ask open-ended “what if” questions, providing clear, contextual responses such as interest due after a promotional period ends.

Real-Time Savings Calculations

The solution calculates individualised savings and repayment schedules using inputs like credit balance, fees, and 0% duration across eligible cards.

Privacy-First, Secure by Design

Customer data is handled with care: no personal information is stored, and the system is built to meet strict privacy and security standards throughout.

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This is a staging environment