Engagement marketing is one of the most powerful growth levers in financial services. As digital experiences continue to reshape how people connect with their banks and credit unions, institutions have a unique opportunity to build deeper relationships, deliver more value, and drive growth with precision.
Let’s explore how marketing for financial institutions is evolving from reactive to real-time, and why the most forward-thinking teams are using data to fuel meaningful engagement with their account holders.
Personalized banking is the key to stronger account holder relationships and growth. Above all, digital banking Americans want their primary financial provider to provide them with a personalized service. Half say they would switch to another provider for a much better digital banking user experience. Personalization is more than an expectation. It is how financial institutions show account holders they are seen, understood, and valued.
Westfield Bank shows how data analytics can move marketing from reactive to proactive, fueling timely, personalized campaigns that drive real results. In this short video, learn how their team turned raw data into actionable insights to better connect with account holders and improve campaign performance.
Personalization drives growth. It’s not just about making the experience better — it’s about delivering outcomes that matter. McKinsey research shows that personalization can:
For lean teams and tight budgets, these gains can mean faster growth and smarter spending.
And it’s what account holders are asking for. 46% of digital banking users wish their primary financial provider did a better job of anticipating their financial needs and goals¹. 60% say it’s important for their institution to use their data to make relevant product recommendations¹.
Discover how 3Rivers Federal Credit Union uses data analytics to meet members in the moment, transforming campaigns with personalized, behavior-driven outreach that truly converts.
Digital-first generations are shaping the future of banking by demanding seamless mobile experiences, personalized recommendations, and self-service tools. However, the desire to build relationships with financial institutions that understand their preferences and habits spans generations. “To stand out and attract and retain customers, banks need to do better at addressing consumer frustrations and meeting their individual expectations. When they do, they cultivate advocates—account holders who not only appreciate their financial institution but also will proactively recommend it to others,” according to Accenture.
A 2024 survey conducted by Morning Consult on behalf of the American Bankers Association reveals:
This presents a powerful opportunity. With smart engagement marketing strategies, your institution can ensure that each interaction is tailored, timely, meaningful, and delivered via the right channels, which is essential for attracting and retaining account holders across all age groups.
When people feel cared for, they stay loyal. In fact, 70% of digital banking users believe the quality of a provider’s digital experience today signals how much that institution truly cares about its account holders (Center for Generational Kinetics (2025), research commissioned by Alkami.1).
The loyalty that comes from true engagement goes even further. Engaged members buy more, stay longer, and are far more likely to refer others. When marketing leads with value, it becomes more than a campaign—it becomes the foundation for lasting relationships.
Predictive AI is helping financial institutions take this even further by anticipating needs before they arise. From improving retention to driving revenue, predictive models are turning raw data into proactive, personalized strategy. Explore how predictive AI is driving results for banks and credit unions.
A 2024 FICO survey found that 88% of respondents view user experience as equally or more important than an institution’s products and services.
The momentum is clear. Statista reports:
This shows how digital experience and engagement marketing are becoming deeply connected. Account holders want experiences that are simple, personal, and aligned with how they live and bank. Engagement marketing that spans channels, from in-app messaging to email to personalized landing pages, can drive deeper loyalty and position the institution as a partner, not just a service provider.
The 2025 Update to Alkami’s Digital Sales & Service Maturity Model highlights how forward-thinking institutions are gaining ground.
The most mature cohort – Data-First – report:
These institutions are using engagement marketing tools to connect with account holders in the moments that matter and it’s giving them a measurable lead. For example, BankFund Credit Union used Alkami’s Data & Marketing Solution to dramatically boost share certificate retention and reduce time spent on manual campaign setup.
With Alkami, we’re able to look at transactions faster and in one place, it used to take us much longer to gather the data manually. Now, we can quickly determine where members’ maturing CD funds are moving—whether into new products, savings accounts, or external institutions.
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When banks and credit unions embrace data-driven engagement marketing, they open the door to smarter outreach, stronger member relationships, and more efficient growth. Every insight can guide the right offer at the right time. Every campaign becomes a personalized experience that deepens trust and drives measurable impact.
If your institution is ready to move from one-size-fits-all to truly personalized marketing for financial institutions, we’re here to help you take that next step.
