William Hill increased take-up of sharesave scheme by 50%

William Hill increased take-up of sharesave scheme by 50%

Established: 1934
Industry: Casinos and gaming
No. of employees: 10,000

The challenge

William Hill’s employee sharesave scheme is an opportunity to share in business success and helps employees save for medium-term goals in a simple, hassle-free way. Unfortunately, for many, the scheme triggers an immediate barrier caused by the perception that shares are too complicated and too much of a risk. William Hill and nudge partnered on a campaign to break down these barriers and drive take-up.

The solution

A three-phase educational campaign to all employees using nudges (personalized timely prompts).


  • a 'primer'
  • 'time-for-action'
  • 'reminder' nudge to promote the scheme 

nudge segmented employee data based on psychological research of the main frictions and barriers for individuals when considering sharesave plans.

Five variations of the 'time-for-action' nudge were created, with tailored content and designs, playing on the behavioral levers that would drive take-up, split by career stage and age.

nudges were split again by previous participation in the sharesave scheme. A total of 12 nudges were issued.

The results

William Hill won the 2021 ProShare award for 'Most Effective Communication of an Employee Share Plan'.


Brand new participants


Highest new participant age group (38%)


Increase in take-up of sharesave scheme

We really wanted to get the message across to our employees that the sharesave scheme offers a very simple, hassle-free way to save for their medium-long term financial goals. We were delighted with the highly personalized and creative way nudge supported us to achieve this and are even more delighted with the results.

Carole Daley, Reward and Benefits Manager, William Hill