Western Union Business Solutions: the segmentation behind a $910m sale.

Western Union Business Solutions (WUBS) had global scale, but needed to win more high-value business from specialist competitors. I led the first unified global segmentation across the entire customer spectrum, from individual consumers through to large corporate enterprises. This identified the sectors where WUBS had the right to win: education, non-profit organisations and financial institutions. The resulting global strategy refocused the business on those sectors, with a higher-margin offer built for each. By 2019 its student payments service was used by more than 700 education institutions worldwide, and the sector strategy repositioned the division for its $910m sale in 2021.