North American Pacesetters in Retail Banking Customer Engagement

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5 March 2024

How Leading Banks Are Raising the Bar


To help financial institutions put the insights conveyed in our previous report into action, we profile four engagement banking initiatives among three pacesetter banks through the lens of Celent’s nine hallmarks of engagement banking.

These include:

  • Usefully Personalized: Bank of America Life Plan
  • Conversational: Bank of America Erica
  • Hybrid: TD Bank, America's Most Convenient Bank’s (US) Personalization Decision Engine
  • Human: Umpqua Go-To

Although there are common elements among engagement banking pacesetters, there is also great diversity in approach and outcome.

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