FIS, one of the largest fintechs in the world, has lifted the lid on how its personalisation and global engagement strategy is delivering for its clients.
Speaking on the opening day of Money 2020 USA in Las Vegas, Sherry Baker, head of global wealth product and services at FIS (pictured, right), explained that the company has been harnessing technology to build brand trust and improve product suitability outcomes.
“Technology is moving faster than ever. Whether we’re building solutions, partnering, or acquiring, we want to make sure we’re leading the way. At FIS, we’re thinking about personalisation to make global engagement feel local and human.
“It’s about context and meaningful connections. Where is the customer in their life cycle and helping them to make the best decision at the point they’re at. When you’re going through a decision-making process, the bank can say, ‘Here are some options’. You’re creating a personal experience and you can drive trust.”
For digital marketers, the example that Baker offered was powerful. FIS worked with one client who was able to drive interest in a savings product by examining specific financial flow data in customer accounts.
“We have a client, a large retirement provider, who uses a tool, a saver app, that sits across their entire environment. They were looking for data to help their customers save money so they’d look for signals like: did the customer just get a raise? Has the customer received a tax refund? Did they just pay off their iPhone?
“Using that data, they wanted to suggest putting that [additional] money into a savings account. The tool then automatically recommended savings actions for a better outcome, showing ‘here’s what it looks like if you save it’. It’s a really cool tool and it’s been building trust.”
Speaking on stage with Baker, Nabia Jenkins-Johnston, director of strategic partnerships at Cartography Partners, added that today’s wealth management clients are asking for more.
“They’re not just asking ‘Will this portfolio perform?’, they’re asking ‘What does my money stand for? What legacy am I building? Who is helping me build it?’
“This is about how personalised service and strategic clarity can coexist at scale, without losing the human heartbeat that keeps this industry alive. Traditional boundaries no longer apply. This isn’t theoretical, it’s happening right now.”
Earlier this month, FIS announced a strategic partnership with Glia to enhance its Digital One banking suite with AI-powered customer engagement capabilities.
The integration enables financial institutions to deliver seamless, intelligent and personalised experiences across digital channels, combining 24/7 AI support with human expertise.
This move aligns with FIS’s broader Banking Modernisation Framework, designed to help institutions meet rising customer expectations while maintaining operational efficiency, reinforcing the company’s commitment to making global engagement feel local and human. Read more, here.