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Personalization in banking - the key to your customer's heart

Michal Maliarov
3
min read

Customer expectations of their banking platform are evolving rapidly, especially when it comes to personal finances. As fintech firms continue to innovate, one trend is becoming very apparent: hyper-personalization.  

This tailored approach to banking services leverages advanced technologies like AI and data analytics to deliver customized experiences that meet the unique needs of individual customers. But what exactly is hyper-personalization, and why is it the next big thing in banking?

Understanding hyper-personalization

Hyper-personalization goes beyond traditional segmentation techniques, diving deep into individual customer preferences, behaviors, and needs. It's about delivering the right message or service to the right person at the right time, creating meaningful interactions that foster trust and loyalty. Remember – everything is relative. And most importantly – contextual.  

At the heart of hyper-personalization lies AI and contextual knowledge. By leveraging AI algorithms, banks can analyze diverse data sources to understand each customer's unique context, preferences, and behaviors. This deep understanding enables banks to anticipate needs, tailor offerings, and deliver seamless experiences across digital channels. For more information about contextual banking, read our article.  

The impact of hyper-personalization on key performance indicators (KPIs) cannot be overstated. According to recent studies, banks that embrace hyper-personalization experience:

The risks of ignoring the personal touch

Banking is competitive, and so are user’s demands for personal approach. Everyone wants to be heard and financial sectors have always been notoriously “cold”. If users don’t feel they can trust their bank, it can have longterm consequences.  

  • Customer attrition: Studies suggest that banks could lose up to 25% of their customer base if they fail to deliver personalized services. Everyone is different and banks need to realize their financials are a reflection of that.  
  • Missed opportunities: Without insights into customer preferences, banks may struggle to identify and capitalize on revenue-generating opportunities. You cannot change what you don’t know.  
  • Diminished competitiveness: As competitors embrace hyper-personalization, banks that lag behind risk losing market share and relevance. Especially in the highly mobile and adaptable market of neo-banks.  

Success stories: Who's getting it right?

Of course, there are always those who understand the need for constant innovation and adaptable strategy, following the needs of their clients and their life journeys through the financial sector.

  • JP Morgan Chase: Utilizes AI-powered chatbots to deliver personalized financial advice and assistance to customers, helping the navigate the nuances of healthy financial habits.  
  • DBS Bank: Leverages predictive analytics to anticipate customer needs and offer tailored product recommendations in real-time, basically creating a personal advisor in your pocket.  
  • Ally Bank: Employs machine learning algorithms to customize the user experience, from personalized dashboards to targeted promotional offers.

Keys to effective hyper-personalization

There is much that can be done “on the go”, but it is important to understand that all innovations need to stand on key pillars of hyper-personalization. What you can do?  

  • Invest in data infrastructure: Build robust data infrastructure to collect, process, and analyze vast amounts of customer data. One of the most important aspects is keeping track of data quality and a dependable provider for data enrichment to use the power of data to its full potential.  
  • Harness AI and machine learning: Utilize AI and machine learning algorithms to derive actionable insights and deliver personalized experiences at scale. There is much that can be automated, which will free your time and resources to focus on next steps.  
  • Focus on transparency and trust: Prioritize transparency in data usage and ensure that customers have control over their personal information. Safety and trust are the cornerstones for any successful banking platform, and advances in digital security make sure all the data can be safe and sound.  
  • Iterate and innovate: Continuously refine and optimize personalization strategies based on evolving customer preferences and market dynamics.

Conclusion

Banking is becoming not only more digital, but also customer-centric, and hyper-personalization stands out as the key element of this transition. The banks that understand and implement enriched data and their smart use within their banking platforms will not only stay ahead in the competition but will also win the lasting trust and loyalty of their customers. Personalization is no longer an option; it's the cornerstone of a successful and thriving banking future.

About author

Michal Maliarov

Senior insider

A creative enthusiast who has spent half of his life in the technology industry. Passionate about fintech, AI, and the mobile tech market. Navigating the thin line between the worlds of media and advertising for over 10 years, where he feels most at home.

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