What’s the Best Approach for Deposit Growth Campaigns?
Center campaigns on funded accounts and direct-deposit capture, using compliant first-party signals from Alkami (digital behavior) and Segmint (transaction KLIs) to target, suppress, and measure.
The most effective approach is a funded-accounts playbook: segment by lifecycle (prospect → new → active → deepened), fuse Alkami digital events with Segmint KLIs, and run journeys that (1) convert applications to funding, (2) capture direct deposit, and (3) drive adoption of sticky features (bill pay, alerts, mobile deposit). Measure lift with holdouts and attribute to funded outcomes—not opens or clicks.
Signals → Actions → KPIs (Deposit Growth Matrix)
| Signal | Action | Offer/Journey | KPI moved |
|---|---|---|---|
| Alkami: app submitted, not funded (48–72h) | Triggered abandon-to-fund outreach | Doc checklist + instant help + bonus reminder | Funded-account rate |
| Segmint: payroll at external bank; Alkami: active user, no DD | DD switch campaign with in-app prompts | $XX switch bonus + guided setup | Direct-deposit capture; deposit growth |
| Segmint: card spend at competitor; Alkami: not in wallet | Wallet-add and card-on-file promotion | 1-click tokenization + cash-back | Card activation; interchange; average balance |
| Alkami: no bill pay/P2P setup; Segmint: recurring billers present | Onboarding to payments features | Guided first bill + fee waiver | Digital adoption; active user rate |
| Segmint: rising external transfers; Alkami: login decline | Retention journey + service outreach | Relationship review + tailored savings | Churn reduction; balance retention |
Deposit Growth Playbook (Compliant by Design)
| Step | What to do | Output | Owner | Timeframe |
|---|---|---|---|---|
| 1 — Define outcomes | Set targets for funded rate, DD capture, avg balance | Scorecard + holdout plan | Marketing + Analytics | 1 week |
| 2 — Map signals | Enable Alkami events + Segmint KLIs with consent | Segment rules + suppressions | RevOps + Compliance | 1–2 weeks |
| 3 — Build journeys | Abandon-to-fund, DD switch, payments onboarding | Triggered campaigns + in-app prompts | Lifecycle Marketing | 2–4 weeks |
| 4 — Launch safely | Run approvals, suppress non-consented, cap exposure | Audit-ready deployment | Compliance + Security | Ongoing |
| 5 — Optimize | Weekly reviews; reallocate to winning variants | Lift in funded & balances vs. holdout | Channel Owners | Weekly |
Do / Don’t for Deposit Campaigns
| Do | Don’t | Why |
|---|---|---|
| Optimize to funded outcomes and DD capture | Chase vanity metrics (opens/clicks) | Aligns spend to deposit growth |
| Use buckets, hashing, and consent mapping | Move raw PANs/credentials into martech | Privacy and audit readiness |
| Add holdouts and weekly scorecards | Scale without proof of lift | Prevents false attributions |
| Coordinate branch, digital, and contact center | Run channel-siloed offers | Improves conversion & CX |
Expected Outcomes
1
Higher funded-account rate within 30–60 days of launch.
2
Measurable increase in direct-deposit capture and average balances.
3
Greater digital adoption (bill pay, alerts, mobile deposit).
4
Lower complaint rates via better suppressions and targeting.
5
Audit-ready execution with clear consent and retention controls.
Related Resources
Frequently Asked Questions
What’s the fastest lever for deposits?
Direct-deposit capture from existing actives—triggered by payroll KLIs and Alkami no-DD status—usually lifts balances fastest.
How should we budget offers vs. media?
Prioritize owned channels and targeted offers; use paid media to complement known segments rather than broad prospecting.
What metrics go on the weekly scorecard?
Funded rate, DD capture %, active user rate, average balance, complaint rate, and incremental lift vs. holdout.
Can AI agents help run these campaigns?
Yes—agents can qualify signals, launch approved variants, and reallocate spend under guardrails. See the FI AI Agent.
How do we keep campaigns compliant?
Map consent and retention, use bucketed values and hashing, and run approvals on sensitive steps (offers, funding, cross-sell).
Get in touch with a revenue marketing expert.
Contact us or schedule time with a consultant to explore partnering with The Pedowitz Group.