February 20, 2024

The fight for deposit growth continues to be a fierce one, with competition seemingly coming from all sides. Banks are not only experiencing pressure to attract customers but also retain them.

As the younger generations begin to build wealth, it is hard for them to commit to tying up their money for an extended period of time, even if it's only 12 months. Banks are competing against one another trying to offer the best APY percentage or even promoting cash offers, but that alone is not what will help drive deposit growth. Personalization in marketing strategies is not just a nice-to-have; it's a must-have for banks looking to stand out and secure a larger share of the market. 

Understanding Personalization 

Personalization for financial institutions is more than addressing a customer by their first name in an email. It encompasses a deep understanding of your customer’s financial behavior, preferences, life stage, and goals to offer them the right product at the right time. Today's customers expect interactions with their bank to be as personalized and relevant as the ones they have with online retailers or streaming services. Banks, therefore, need to leverage data analytics and customer insights to tailor their communications, offers, and advice to meet individual customer needs. 

How to Incorporate Personalization in Deposit Gathering 

Leverage Your Data: Banks sit on a mine filled with customer data that can be analyzed to understand spending habits, saving patterns, and financial goals. By leveraging this data, banks can identify the right moments to offer savings products or special deposit rates tailored to individual needs. 

Segmented Marketing Campaigns: One size does not fit all when it comes to financial services. Banks should create segmented marketing campaigns that cater to different demographics, psychographics, and behavioral segments. For instance, a young professional might be more interested in a high-yield savings account, while a retiree might prefer a more traditional term deposit with a reliable return. 

Customized Financial Advice: Offering personalized financial advice can significantly enhance customer loyalty and trust. By using digital or in-person financial advisors, banks can provide advice on how customers can maximize their savings or the best types of accounts for their financial situation, which in turn encourages more deposits. 

Digital Personalization: Utilize technology to create personalized digital experiences. This can range from personalized alerts about potential savings opportunities, and interactive tools that help customers plan their financial future, to AI-driven recommendations for financial products.  

In the competitive landscape of banking, where customer loyalty is hard-won, personalization in marketing strategies offers a clear pathway to differentiate and grow deposits. By leveraging data, technology, and insights into customer behavior and preferences, banks attract new customers and continue to deepen relationships with existing ones. The future of banking is personal, and institutions that recognize and act on this will be the ones to thrive.