What Customer Data Does Alkami Expose for Marketing Use?
Availability depends on your bank or credit union’s Alkami configuration, entitlements, and data-sharing agreements. Below are the categories most institutions enable and how to activate them safely.
Alkami commonly exposes (with proper permissions) customer profile attributes, product/relationship data, and digital engagement events that can be sent to a CDP, MAP, or analytics stack. Sensitive data (full account numbers, credentials, PCI artifacts) is not used for marketing and should remain out of scope. Your actual feed depends on enabled modules, consent, and your data-sharing policy.
Typical Data Categories Banks Enable from Alkami
| Category | Example fields | Marketing uses | Compliance notes |
|---|---|---|---|
| Customer profile | Name, hashed ID, email/phone, address, branch, tenure | Personalization, local offers, lifecycle stage | Honor channel preferences/Do-Not-Contact |
| Authentication & device metadata | Login timestamp, device type, geo (coarse) | Active user segmentation, session recency | Security data is read-only; avoid re-use outside policy |
| Product & relationship | Product types, open dates, balance bands (bucketed), funding status | Cross-sell (e.g., DD checking → card), onboarding nudges | Use ranges/buckets; exclude full account numbers |
| Digital engagement events | Bill pay set-up, P2P use, mobile deposit, alerts opt-ins | Next-best-action, adoption campaigns, churn risk | Event retention limits; provide opt-out |
| Application & funding milestones | App started/submitted, KYC pass, account funded | Abandonment outreach, funded-account lift | Trigger windows and fair-lending reviews |
| Support & feedback | Secure messages, case topics, CSAT/NPS | Service-to-sales handoffs, suppress unhappy users | Mask PII in free-text; shortest-necessary retention |
Safe Activation Process
| Step | What to do | Output | Owner | Timeframe |
|---|---|---|---|---|
| 1 — Scope | Define use cases (e.g., funded-account growth) | Data-use brief + lawful basis | Marketing + Compliance | 1 week |
| 2 — Contract | Confirm Alkami modules, feeds, and permissions | Data inventory + DPIA updates | Vendor Mgmt + Security | 1–2 weeks |
| 3 — Integrate | Route feeds to CDP/MAP; hash IDs; map consent | Segment-ready datasets | RevOps/MarTech | 2–4 weeks |
| 4 — Activate | Launch journeys (onboarding, adoption, cross-sell) | Live campaigns + suppressions | Lifecycle Marketing | Ongoing |
| 5 — Govern | Audit logs, TTL, SAR response, kill-switches | Audit-ready operations | Compliance + Security | Ongoing |
Do / Don’t for Alkami Marketing Data
| Do | Don’t | Why |
|---|---|---|
| Use hashed IDs and bucketed balances | Store full PANs or credentials in martech | Minimizes risk and scope |
| Map and respect consent & channel prefs | Override customer opt-outs | GLBA/UDAP and trust |
| Limit purpose to stated use cases | Broaden use without a new review | Purpose limitation principle |
| Retain events for the shortest necessary time | Keep raw events indefinitely | Data minimization |
Common Outcomes When Banks Activate Alkami Data
1
Higher funded-account rates using abandon-to-fund journeys.
2
Faster digital adoption (bill pay, mobile deposit, alerts).
3
Relevant cross-sell from relationship gaps (card → auto pay).
4
Better suppression logic that reduces spam and complaints.
5
Cleaner attribution by tying events to funded outcomes.
Related Resources
Frequently Asked Questions
Do we need customer consent to use Alkami data for marketing?
Yes. Adhere to your institution’s privacy policy, channel preferences, and applicable regulations. Map consent flags into your CDP/MAP and suppress where required.
Can we send Alkami events directly to ad platforms?
Route through your CDP with hashing and strict purpose controls. Avoid sending raw PII to third-party media without approved contracts.
Which teams should own the integration?
A joint squad: Marketing Ops/RevOps (activation), Security/Compliance (controls), and Data/IT (feeds, identity resolution).
Is balance data allowed for targeting?
Use ranges or tiers approved by Compliance; avoid exposing precise balances in martech systems.
Can TPG help wire Alkami data into AI agents?
Yes. We configure compliant retrieval and event skills for our FI AI Agent, with approvals and audit logs. Or contact us to scope your use case.
Get in touch with a revenue marketing expert.
Contact us or schedule time with a consultant to explore partnering with The Pedowitz Group.