Day one of Money20/20 USA is off and running and marketers have flocked to the Sunday opening of this year’s conference in Las Vegas.
The event spotlights how financial institutions can strengthen customer relationships through smarter marketing, trust‑building and data‑driven engagement.
The morning begins with Boosting Customer Trust with Dynamic Risk‑Based Decisions, a panel that will resonate with marketers as much as risk managers.
With fraud prevention now a core part of brand positioning, Gusto, Microsoft and LexisNexis will explore how adaptive risk tools can reassure customers without adding friction. For marketers, the message is clear: trust is a differentiator, and the way firms communicate security can be as important as the technology itself.
That theme continues in Turning Fraud Resolution into Brand Loyalty. Quavo and Experian will discuss how dispute resolution, often seen as a cost centre, can instead become a moment of truth for customer experience.
In an era where consumers expect seamless service, the ability to turn a negative event into a loyalty‑building interaction is a powerful marketing lever.
The Future of Open Banking: Defending Competition, Choice, and Innovation will bring Betterment’s Mike Reust into conversation with the Financial Technology Association.
For marketers, open banking is not just a regulatory story but a chance to position brands around empowerment, transparency and choice. As global campaigns increasingly highlight consumer control of data, this session will provide valuable context.
Enhancing Experiences: Smart Data in the Age of Open Finance will close the day’s marketing‑relevant highlights. PayPal, Commonwealth Bank and Mastercard will examine how data can be harnessed to deliver personalised experiences at scale.
For marketers, this is the frontier of segmentation and targeting, where financial brands can move from product‑led to truly customer‑led engagement.