Product offers end-to-end Bank Marketing Automation Platform. This marketing automation tool allows Bank to create hyper-personalized product offers, sell them at the right time and significantly increase revenue interacting with an existing Customer base. 

  • Segment your Customer base according to deep knowledge of the Client’s lifestyle (Statistical analysis. Correlation tests. Patterns in statistics)
  • Identify the most profitable Bank’s Products to sell and create the most profitable product line
  • Create targeted marketing campaigns and launch them via existing Bank’s communication channels (phone, e-mail, sms). Templates, workflows, A/B testing
  • Get detailed statistic with the top-level synthetic metrics of the system (sales volume, conversion rates, revenue per deal, etc)

The main goal of the Marketing Automation Platform for Banks is to bring the Value to a Client and earn as much as the Bank can. It is possible due to highly personalized messaging, hyper-targeted to the right person, and delivered at the exact moment your customer expresses a need. Turn clients’ data into sales revenue without making changes into existing bank’s infrastructure:

  • Easy to integrate into existing core banking software
  • No need to change data-seeking processes, based on the data that already exists at the Bank (Standard KYC profile and Transactions)
  • Access for all employees of the Bank’s marketing department with a hierarchy of roles

Business Benefits

Each bank was incorporated with the goal to earn money for shareholders. The bank already has a Client’s database and a problem is that the Bank doesn’t sell to these existing Clients well. 

That’s easy to prove. Simply look back on your own experience with the Bank. I assume that during your last 10 years you were ready to buy many different financial products but the Bank missed that opportunity to sell to you. 

This leads the Bank to two unwanted consequences:

  • Losing money
  • Losing Customers (losing Customer’s Loyalty)

Let’s rephrase this to: “ability to earn money on Bank’s clients”. The goal is to bring the Value to a Client and earn as much as the Bank can. Turn clients’ data into sales revenue and:

  • Significantly increase the Lifetime of your Clients at the Bank
  • Significantly increase LTV (LTV = lifetime value or revenue per client)

How can the bank earn money on Clients? 

The answer is obvious. Sell more Products. More profitable Products. This comes down to two tasks.

Task 1. Identify the most profitable Bank’s Products to sell.

  • A Product line could be much wider than traditional loan, deposit, credit card, etc.
  • A product should solve Client needs. Needs are always the same: pay less, earn more, be on the safe side.
  • Products are different and generate different revenue for the bank. The selection process of the best Products is important. Replacement of Products with low metrics such as conversion rate, revenue, until those metrics will reach the theoretical maximum.
  • A Product economics (or unit economics) is a key indicator and issue to analyze

Task 2. Identify the best moment to offer a Product to a Client. It should be such a moment when a potential conversion rate could reach a theoretical maximum.

  • Deep knowledge of the Client’s lifestyle based on the Client’s data enables to convert the data into sales revenue.
  • A person changes his lifestyle many times within being a client of the bank.
  • Let’s assume that we are talking about 10 years. A Client can change a job, get married, buy a house, birth a child, divorce, etc within these 10 years. At each moment of his life, a Client is open to good offers that suits his needs and solve his problem at this moment of his life. Just make an offer. 

Simplify all we said above to: “Find the right Product to sell and offer it at the right time”.

How we supply it?

Platform supply: end-to-end Marketing Automation Platform for Banks on the Bank’s infrastructure with the source code and knowledge transfer. Integrations with the core-banking and other systems of the Bank needed. Application Back-end and User Interface dashboards.

Use Cases

Products to sell

  • Bank is a shop that knows a lot about a Client
  • Each Product that we have in our inventory is possible to sell
  • A few examples of products that your Clients wanted.
    • Example 1. Purchase of tickets (avia) or hotel booking
      • Travel health insurance
      • Anti-fraud insurance (card’s fraud protection)
      • Premium card which allows access to the lounge in the airport 
    • Example 2. The birth of a child. Products to sell:
      • Discount at shops that sell goods for babies (cashback or vouchers)
      • Health insurance for the baby
      • Health insurance for mom
      • Deposit for the name of the child for the future education (15 years saving or so)
      • Credit line for purchase goods for the baby
      • Mortgage for a new home
  • the Product line could be pre-designed based on popular situations such as described above and more. Product should solve our Client needs. 
  • We should address Products to the basic needs of Clients simply taking into account the life situation of the individual and his family.

Client’s segmentation

  • A Client is a person with a specific lifestyle who belongs to a specific household. Many needs of a Client and his decisions are determined by the needs of his family that’s why we use household as a basic unit for analysis.
  • The number of segments is unlimited. The value is in focusing as precisely as possible. It’s opposite to a synthesis of information. In some cases, even one Client can belong to a segment.
  • Each Client belongs to many segments at the same time and migrates from segment to segment depending on continuously updating data.
  • Segmentation is a tool for identifying a Client’s lifestyle that helps an analyst to match a Product to sell with the Client’s needs.

Product offering

  • Product offering based on the identified Client’s needs and our inventory to sell.
  • The MVP product offering is based on 2 main standard channels of communication:
    • Email
    • Phone
      • Calls
      • SMS / Viber messages 
  • The product offering is designed as A/B test process and selection of the best performing content for future communication. The task is to find the right communication message and the right moment.

Features & Functionality

Main metrics

  • LTV = LifeTime Value. The top-level synthetic metrics of the system that means how much money the bank earns on Client within all years his being with the bank. 
    • The goal of the system is to achieve a theoretical maximum of LTV for each Client. 
    • We understand that for a Client we should calculate this metric within 5-15-30-50 years.
  • Product economics. Each Product can generate a different profit that we can measure in:
    • % of margin
    • revenue per deal
    • volume of sales
  • Conversion rate. A metric on the product offering stage that shows how the system is good with matching between Segment and Product and advertisement of Product (channel/message).
    • Approach to a theoretical possible conversion rate is a signal that we achieved the good balance

Actors at the system

The system is designed as dashboards (back-offices) of a Marketing department at a Bank. The whole business process of “Find the right Product to sell and offer it at the right time” is split between several specialists and enables them to collaborate as a team for achievement of the goal. 

  • Marketing Director (CMO). Responsible for decisions about what will we sell to this Client. This role is in the middle of the whole marketing department.
    • Generate criteria for primary customer segmentation according to the basic pre-known stages of the Customer’s life cycle
    • Receive insights about segments from Data Analyst and matching Segments with Products
    • Prepare tasks for Advertising Manager preparation
    • Analyze conversion rates of advertisement campaigns
  • Data Analyst. Work with available Data about Clients and households. The result of his job is a Client’s segment identification and proper description of behavior patterns.
    • Statistical analysis. Correlation tests. Patterns in statistics.
    • Client’s segmentation
    • Description of identified segment patterns: behavior, needs, etc. 
  • Product Manager. Responsible for the whole Product Life Cycle from an idea to implementation including:
    • An idea in assumptions format 
    • Collaboration with internal departments of the Bank or seek a partner for implementation (if needed) for preparing the Product
    • Initial Product economics calculation and entering into the system as assumptions:
      • % of margin
      • revenue per deal
      • volume of sales
    • Product economics analysis based on results of sales
    • Re-launch of Products with corrections based on the experience
  • Advertising Manager. Responsible for the whole cycle of advertisement of Products to Clients.
    • Campaign steps sequences design
    • Content creation and upload
    • A/B tests running
    • Preparing tasks for call-center
    • Start, pause and stop campaigns
    • Analyze conversion rates of advertisement campaigns
  • Business Development Manager. Negotiation with external partners and sign contracts based on tasks from Product Manager.
  • Call center. Existing call center structure. Work on tasks from Ads Manager and send reports back.
  • Financial Analyst. Responsible for key financial metrics analysis: LTV, Product economics, Segment economics and household economics.


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