Alkami: Why Marketing for Financial Institutions Needs a Specialized Solution

Alkami Guest article

Boost engagement with marketing solutions built for banks and credit unions

Marketing for financial institutions is unlike marketing for any other industry. Traditional marketing tools can help with lead generation or targeting, but they sometimes fall short when it comes to the unique needs of financial institutions. Unlike retail or technology brands that rely on off-the-shelf tools for broad outreach, financial institutions face tight regulations, sensitive data, and account holders who expect highly personalized, relevant experiences. Marketing for banks and marketing for credit unions demands purpose-built solutions tailored to the financial journey of each account holder. It’s not a small adjustment. It’s a fundamentally different approach.

Why Most Marketing & ABM Platforms Fail Financial Institutions

Account holders expect their financial institution to understand their needs and deliver personalized product recommendations based on their unique financial journey. Research shows that when data is used effectively for personalization, account holders are:

• 42% more likely to stay loyal
• 42% more likely to recommend their financial institution
• 38% more likely to engage with digital banking solutions

Yet most traditional marketing tools and account-based marketing (ABM) platforms fall short for financial institutions. While account based marketing (ABM) is great for targeting high-value accounts in business-to-business (B2B) contexts, it often lacks the deep, real-time financial and behavioral data required for personalized banking experiences. Similarly, general-purpose platforms can’t connect with core banking systems or access transaction histories, which are critical insights for campaign relevance.

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