How does Alkami’s platform enable better marketing to banking customers?
Unify data, target precisely, launch in‑app and email journeys, and measure to funded accounts—inside the experience customers already use.
From data to funded accounts
Unified customer view
Blend digital events and product data into dynamic segments and suppressions.
Targeting & orchestration
Trigger in‑app, email, and alerts from intent signals; sequence steps by response.
Testing & personalization
Run variants on headlines, creative, and timing; tailor offers by segment.
Closed‑loop reporting
Dashboards follow exposure → application → approval → funded/usage.
Activation workflow (owners & outputs)
| Step | What to do | Output | Owner | Timeframe |
|---|---|---|---|---|
| 1 | Connect events + product flags | Governed segments | Marketing + Data | 1–2 weeks |
| 2 | Define triggers & suppressions | Rules library | Marketing | 1 week |
| 3 | Build journeys & creatives | In‑app + email assets | Marketing Ops | 1–2 weeks |
| 4 | Launch and A/B test | Live variants | Marketing | Weekly |
| 5 | Measure to funded/usage | Cluster dashboard | Analytics/RevOps | Ongoing |
Expanded details: data, segments, journeys, and KPIs
Data sources & identity
Alkami sits on the digital front door, so identity is already strong. Typical sources include online/mobile events (logins, feature use, card controls), product & core flags (balances, ownership, approvals), and CRM attributes (lifecycle stage, household, branch). We map these to governed segments with clear entry/exit rules.
| Segment | Entry rule | Exit rule | Primary offer |
|---|---|---|---|
| Card Intent | Visited card page or tapped offer ×2 in 14 days | Approved or suppressed by ownership | Credit card application |
| Deposit Growth | Payroll up ≥20% or new employer detected | No activity for 30 days | Savings auto‑transfer setup |
| P2P Activation | Started but didn’t finish P2P onboarding | First successful send | Finish setup nudge |
| Card‑Not‑Present Risk | Card‑on‑file added + foreign txn | Card controls configured | Enable transaction alerts/controls |
Journey patterns
Use in‑session entry points (banner, interstitial, secure message) paired with email/push for reach. A proven pattern is nudge → value proof → application → confirmation → usage tips. Frequency caps and suppressions prevent fatigue and respect compliance.
| Step | What to do | Output | Owner |
|---|---|---|---|
| 1 | Nudge in‑app + email | Awareness & intent capture | Marketing |
| 2 | Value proof | Benefits, calculator, or testimonial | Product Marketing |
| 3 | Apply / activate | 1‑tap deep link to flow | Digital/Product |
| 4 | Confirm & onboard | Approval + first‑use checklist | Ops |
| 5 | Upsell/next best | Cross‑sell or usage milestone | Lifecycle |
KPIs & benchmarks
| Metric | Formula | Target/Range | Stage | Notes |
|---|---|---|---|---|
| Application starts | Starts from journey | Growing week‑over‑week | Acquisition | Segment‑level view |
| Approval rate | Approved ÷ submitted | Bank‑specific | Credit | Monitor fairness & policy |
| Funded accounts | Funded ÷ approved | ↑ vs. baseline | Activation | Early deposit indicator |
| Early usage | First 30‑day feature use | ↑ vs. baseline | Adoption | Define per product |
| Suppression accuracy | Eligible‑but‑owned rate | ≤ 2% | Quality | Prevents fatigue/waste |
Compliance & governance
Work from approved copy blocks, archive proofs, and log eligibility decisions. Use opt‑out controls, frequency caps, and clear audit trails. For AI assistance (copy or insights), review outputs and store only permissible data.
FAQ
Related resources
Financial Services Marketing · How Banks Increase Funded Accounts · FI AI Agent · Contact TPG