Anticipatory Banking supercharges traditional personalized banking. It is a modern approach where financial institutions predict and meet account holders’ needs before they’re communicated—using integrated technology and data insights to guide outcomes.

Personalization is no longer a competitive advantage—it’s the baseline. Account holders expect their financial institution to know who they are, anticipate what they need, and serve them efficiently with product recommendations that are relevant and intentional. As a leader within your financial institution, you’re likely focused on shaping strategy, guiding innovation, and accelerating digital channel delivery, surfacing complex questions, such as:

• How can we use our digital banking platform as a sales channel?
• How can we execute a 5-minute or less digital account opening experience?
• How can we better use our data to serve account holders?
• How can we support our account holders with personalized next best actions?
• How do we retain and grow accounts across generations?

With Anticipatory Banking, banks and credit unions will transform how they serve, sell, and engage.

The Anticipatory Banking Vision

Anticipatory Banking is a forward-thinking strategic vision financial institutions can use as a guiding principle to act with forethought. Anticipating an account holder’s financial needs before they are expressed moves banks and credit unions from reactive service to proactive growth.

For decades, regional and community financial institutions (RCFIs) built their reputations on relationships. You knew your customers and members by name. You spotted life changes in real time. You anticipated needs in a face-to-face interaction. But as these relationships move online through digital channels, that legacy of anticipation risks getting lost in the noise. In a recent research study conducted by The Center for Generational Kinetics, commissioned by Alkami, nearly half of digital banking users say their financial institution could be doing more to anticipate their needs. Megabanks may have scaled first, but they can’t replicate what sets RCFIs apart: human insight and genuine trust.

Anticipatory Banking allows financial institutions to scale what they’ve always done best by layering in behavioral data, smart marketing, and seamless user experiences across every digital touchpoint.

Through this framework, banks and credit unions are best positioned to attract and retain account holders due to their earned in-market reputation for providing outstanding digital and mobile banking user experiences. Additionally, in the same study mentioned above, 76% of digital banking consumers stated that having their financial institution understand their financial goals and help them to achieve them is important to them – the shift into a mentality of anticipating needs allows institutions to prioritize predicting behaviors, deliver relevant product recommendations, and earn long-term relationships based on trust.

When surveyed, nearly half of digital banking users say their financial institution could be doing more to anticipate their needs.

• 84% say the quality of a provider’s digital experience is important when choosing a provider.
• 62% believe the primary bank of the future will be completely online.
• 38% found their product recommendations more relevant vs. 53% at neobanks.
• 50% say they would switch providers for a better digital experience – and 31% already have
• 46% are comfortable with their financial data being processed by AI if it improves their banking experience.
• 70% believe their financial provider’s digital experience reflects how much they care about their account holders.

All statistics in this blog are from Alkami’s 2025 generational research, conducted in partnership with The Center for Generational Kinetics, surveyed 1,500 digital banking consumers in the U.S. This survey was conducted online from February 24, 2025, to March 14, 2025. To request a copy of the study, click here.

The Pattern of Industry Transformation

From music to social media, the pattern of every digitally transformed industry has followed the same arc that includes three distinct actions: 

1. Replicate digitally – take the physical world and make it digital
2. Optimize the experience – make the experience faster, frictionless and personalized
3. Anticipate at scale – meet needs before they are vocalized

For example, music went from MP3s to iTunes (organized library and portable syncing) to Spotify’s AI-driven playlists and social media started with MySpace as an online directory, moving to Facebook where users consumed news and engaged, leading to TikTok that evolved behavior-driven and self-created content. Banking is right on schedule with anticipation as the next frontier. And the timing couldn’t be more urgent. The $84 trillion intergenerational wealth transfer is already underway, and consumers expect more from digital banking than feature parity—they want experiences that feel personal, predictive, and proactive.

What Makes Anticipatory Banking Different from Personalization?

Consumers now expect the same level of interaction from their financial institution that they get from their favorite retailers or streaming platforms. What makes Anticipatory Banking different is it exceeds those expectations, separating financial institution leaders from those that simply personalize. It is more than good timing or smart offers. It requires four critical traits:

1. Easy to Use: Seamless experiences across every channel. No friction, no guesswork. No matter how they choose to engage with the financial institution digitally, they can already tell you won’t treat them like just a number, but as a person with unique needs, goals and preferences.
2. Data-Informed: The data-informed digital banker is a leader within the bank or credit union that is empowered with intel to make every engagement with account holders relevant, predicting what’s next. Financial institutions are sitting on a wealth of insights derived from transaction data—unify the data sources across products and systems to be the anticipatory banker consumers and businesses want.
3. Effortless Onboarding: The onboarding experience starts with the very first interaction, and spans across every cross selling opportunity on all channels making that consistent great first impression over and over again. Consumers want frictionless encounters that include speed and clarity, driving growth long-term, turning onboarding into a revenue generating action.
4. Built for Everyone: The most successful financial institutions build a culture that includes empowering employees and developers alike, which ultimately delivers an incredible experience for end users.

The Anticipatory Banking methodology is for bankers who are passionate about building a better connection between their financial institution and their account holders.

Who desire to be decisive and strategic, to enhance the level of support and communication given to each customer or member. Data-empowered anticipatory bankers engineer growth—whether they fall within marketing, product, operations, or are a front-line employee—and act with intention and clarity.

Leveraging insights from across systems to guide account holders through pivotal financial moments, while also improving institutional metrics like retention, cross-sell, and operational efficiency.

Deliver Anticipatory Banking Through Digital Sales and Service

This blog has shown you what Anticipatory Banking is – and why it matters. But how do you actually assemble the infrastructure and execute on its principals? Anticipatory Banking comes to life through a digital sales and service platform, which connects onboarding and account opening, digital banking, and data and marketing tools into one unified ecosystem. It’s the required technology foundation that catalyzes speed and agility for a financial institution, to allow them to onboard, engage and grow their account holder base all while providing banking experiences with purpose. 

Every moment of truth during an account holder’s financial journey matters. The digital sales and service platform enables a continuous flywheel of customer or member engagement where the financial institution is one step ahead. From making relevant offers amid the intergenerational wealth transfer, to delivering a superior experience on digital channels, this one platform connects insights to interactions guiding financial institutions to a significant competitive advantage.  

According to market research*, the most digitally mature cohort in financial services – Data-First – considers their technology a major advantage and has fully embraced a data-driven mindset which differentiates them from their competitors. They are perched at the top reporting 5x the annual average revenue growth compared to their less mature peers.  They are the most forward-thinking institutions, using technology and data to strategically position themselves as market leaders.

The insights from the transaction data enables us to understand and walk alongside our members through all their life stages, helping them to thrive financially.” – Deborah Colby, chief marketing officer at Clearwater Credit Union

Ready for what’s next? You’ve already written the playbook for what it means to anticipate your account holders’ needs. Now, the opportunity is to bring that legacy into the digital age—at scale. The institutions that embrace Anticipatory Banking today won’t just compete with big tech—they’ll outpace them.

Explore the Alkami Digital Sales & Service Platform.

Get Inspired by Real-Life Anticipatory Bankers

Financial institutions across the country are already putting Anticipatory Banking into action. Here are three examples of what success looks like:

1. Westfield Bank: Scaling Smart Marketing

Smaller teams can learn from Westfield Bank’s SVP of Marketing and Communications, Chris Van Ausdale who has used anticipatory, data-driven marketing for targeted, real time, impactful campaigns without increasing headcount.

Watch the 15-minute Conversation Now >>

2. How Data-Driven Campaigns Powered Profitability for Ideal Credit Union

Ideal Credit Union shows how they successfully turned passive data into proactive marketing when they had to shift from loan growth to deposit growth. With Alkami, they implemented smarter targeting and realized stronger return on investment, fast.

3. FIsionaries™ Podcast: 3Rivers Federal Credit Union Uses Data Across the Organization

Tune into the episode From Seasonal Marketing to Timely Member Solutions featuring 3Rivers Federal Credit Union to hear how they democratize data across the organization to create timely, personalized experiences, abandoning the traditional seasonal marketing calendar in favor of always-on, data-driven member engagement for their 114,000 members.

Frequently Asked Questions (FAQs) About Anticipatory Banking

Q1: Is Anticipatory Banking only for large financial institutions?
A: No. Anticipatory Banking is scalable. With the right mindset and platform, regional and community banks and credit unions can use their first-party behavioral data to build insights, empower audience building, and automatically deliver and track the results of highly effective relevant outreach to anticipate their account holders needs before they express them, without needing a large staff or budget.

Q2: What tools are required to practice Anticipatory Banking?
A: You need a unified platform that connects onboarding, digital banking and data and marketing. Tools that take personalized banking to the next level, and enable artificial intelligence, predictive modeling, and automated outreach are essential.

Q3: How is Anticipatory Banking different from personalized banking?
A: Personalization is one component. Anticipatory Banking takes it further by predicting needs and acting proactively—before the account holder even makes a request. Anticipatory Banking is also a guiding vision, and financial institutions who embrace it see benefits for their business, their account holders, and the bankers that they employ. 

Q4. What is an Anticipatory Banker?
A: Anticipatory bankers are digitally empowered, data-informed banking professionals—whether a marketer, product leader, operations executive, front-line employee, or other leader, anticipatory bankers act with intention and clarity. These individuals leverage insights from across systems to guide account holders through pivotal financial moments in their lives, while also improving institutional metrics like retention, cross-sell, and operational efficiency. These bankers engineer growth through empathy and action. They bridge the emotional and transactional, supporting account holders while steering their institutions confidently into the future.

Q5: Can Anticipatory Banking help improve retention?
A: Yes. By identifying churn signals and delivering timely offers or outreach, financial institutions can intervene early and preserve valuable relationships and revenue.

Q6: How long does it take to implement this type of strategy?
A: It depends on your starting point. With Alkami’s Digital Sales & Service Platform, many institutions can see quick wins, and scale over time.

Q7: How important is digital onboarding and account opening to today’s account holders?
A: Extremely important. A 5-minute or less onboarding and account opening is now expected. Consumers, especially Gen Z and millennials, will abandon slow or clunky digital applications. Sixty-two percent of younger millennials say they’d switch providers for a better digital experience.**

*Alkami’s Retail Digital Sales & Service Maturity Model – Surveyed 202 digital banking decision makers at banks and credit unions of all sizes. Data collected November 5 – December 3, 2024.

** The Center for Generational Kinetics research, commissioned by Alkami.  Fifteen hundred U.S.participants (Ages 22-65). Survey was conducted online from February 24, 2025, to March 14, 2025.