Account holders interact with their financial institutions across a variety of platforms—from mobile apps to websites and beyond. This multi-channel financial services marketing automation provides financial institutions with powerful opportunities to connect with account holders through personalized, consistent marketing engagement. Yet, many financial organizations underutilize one of the most valuable tools at their disposal: digital banking solutions.
As one of the primary touchpoints for account holders, digital banking has the potential to be a significant sales and marketing channel. It can increase product adoption, deepen account holder loyalty, and drive substantial growth in marketing engagement. Digitally mature financial institutions recognize digital banking solutions not just as a service tool but as an important channel for revenue growth. A recent research report found that digital maturity is linked to revenue growth, with the most advanced institutions reporting up to twice the annual average revenue growth as the least advanced.
Digitally mature financial institutions leverage data-driven financial services marketing automation for higher average annual revenue growth
Below, we’ll explore examples that demonstrate how financial institutions can achieve success with financial services marketing automation executing campaigns within digital banking solutions.
A $2.6 billion financial institution on the East Coast set out to attract new money market accounts through targeted outreach via its digital banking channels. The financial institution identified a key audience: account holders actively shopping for savings and investment products on its website. Using both digital banking and mobile banking channels, the financial institution delivered personalized messaging to this audience. By reaching account holders on the platforms they were already using, the campaign encouraged account holders to open new money market accounts.
Key takeaway: Data-driven financial services marketing automation enables financial institutions to target specific consumer behaviors and needs in real time. By focusing on account holders actively searching for relevant products, this campaign demonstrated the power of delivering the right message at the right moment in the right channel.
A $3.2 billion financial institution in the Midwest aimed to increase its auto loan portfolio using predictive artificial intelligence (AI). Over a four-month period, the financial institution launched a series of campaigns to connect with account holders likely to open auto loans. The financial institution deployed AI-driven campaigns through its digital banking solutions and public website. Predictive AI enabled the financial institution to identify account holders who were most likely to need an auto loan, allowing for targeted, relevant messaging.
Key takeaway: By combining digital banking solutions with predictive AI, financial institutions can identify and engage high-value opportunities. This financial institution successfully leveraged data-driven targeting to drive substantial growth in auto loan volume.
A $413 million credit union on the West Coast launched a campaign to increase adoption of online bill pay services among checking account holders who had not yet used this feature. The campaign ran for 18 months and used a combination of digital banking, mobile banking, and the public website to promote online bill pay to its target audience. The goal was not only to encourage new bill payments but also to enhance account holder engagement, reduce costs, and retain deposits.
Key takeaway: Encouraging account holders to adopt underutilized digital services—like bill pay—can lead to increased account stickiness, operational efficiencies, and new revenue opportunities. This campaign showcased how simple shifts in behavior can deliver long-term value for both account holders and financial institutions.
These case studies highlight a critical lesson for financial institutions: digital banking is far more than a service platform. It is a powerful sales and marketing channel that can drive product adoption, deepen relationships, and deliver measurable business results.
By leveraging digital banking solutions and financial services marketing automation effectively, financial institutions can:
The success of these campaigns demonstrates the untapped potential of digital banking as a primary marketing channel. From driving product adoption to influencing account holder behavior, digital banking solutions are a critical tool for financial institutions looking to thrive in a competitive market. As financial institutions continue to mature digitally, those that embrace digital banking for sales, service, and engagement will be well-positioned to meet the evolving needs of their account holders—and achieve measurable results.
