APITURE
“ In the US market , there ’ s just so much room for improvement when it comes to helping financial institutions to maximise their potential ”
DANIEL HAISLEY EVP OF INNOVATION , APITURE
and conversations with people walking into a branch off the street .
Those physical meetings and interactions have dwindled , so how can bankers go about serving the unique needs of individual customers and members ? That ’ s where Apiture comes in .
“ With our data intelligence solution , that ’ s exactly what we seek to do ,” explains Haisley . “ We give the bank the insights to understand each customer , to understand their needs , and then execute on those needs through relevant interaction with that customer within digital channels .”
Cox says financial institutions have the potential to know more about their customers than any other business . That ’ s because financial activity touches every aspect of a person ’ s life throughout their entire life .
“ Financial institutions want to be able to use their data to know their customers better – but mostly they can ’ t ,” says Cox .
“ That ’ s because they don ’ t have access to relevant data . They don ’ t necessarily have the ability to turn that data into meaningful insights , and they can ’ t always trigger actions from those insights . So that ’ s what Apiture is doing with its Data Intelligence solution .”
Haisley leads the Innovation Team behind Data Intelligence – a suite of options that helps financial institutions better use their vast amount of customer data . There are a range of options under the Data Intelligence umbrella , such as Data Engage – a no-code toolkit that helps financial institutions see how users are engaging with digital banking and lets them create on-screen tips and guides to encourage engagement with their digital banking solution .
Data Intelligence also allows banks and credit unions to better understand user behaviour and create relevant targeted marketing .
“ Innovation is important in the digital banking space , because in the US market , there ’ s just so much room for improvement when it comes to helping financial institutions to maximise their potential ,” says Haisley .
“ Every day , the Innovation Team wakes up thinking about how we can do that . How can we bring solutions to bear that will better help the consumers and small business owners understand their finances better , know what decisions need to be made , and execute on those decisions . Innovation drives that .”
Apiture is also exploring the use of AI to deliver tools that will provide a real-time assessment of a customer ’ s financial standing along with proactive recommendations to improve that standing . By analysing data such as transaction history , account balances , and engagement metrics , this technology will enable financial institutions to establish a highly personalised , consultative relationship with their customers . fintechmagazine . com 67