Personalization That Converts: The New Standard in Digital Banking

Consumers expect more than convenience from their banking experience—they expect relevance. Whether it’s Netflix recommending your next show or Amazon anticipating a reorder, people have grown accustomed to personalized digital journeys. In banking, it’s no longer a luxury—it’s a conversion strategy.

Srini Venkataramani, Blend’s Head of Product, explains how AI is reshaping personalization from surface-level targeting to predictive engagement that drives real results.

“Every household has about $315K in home equity. With our rapid lending product, banks can help customers consolidate debt and save $1,000s in minutes.”

— Srini Venkataramani, Blend

Beyond the Basics: From Static Offers to Predictive Insight

Traditional banks often send generic offers—open a new account, get a gift card. But customers who are already juggling multiple products need relevance, not repetition. Personalization at scale requires AI to pull insights from both structured and unstructured data, then serve up offers that actually fit.

Imagine this:

• Instead of offering a checking account bonus to someone who already has one, offer a high-yield savings account based on their income pattern.
• Instead of marketing a credit card to everyone, identify customers who would benefit from debt consolidation via home equity.
• Enable customers to consolidate debt during the application process for a personal loan, making it easier and faster for them to use funds.

The Operational Challenge (and Opportunity)

Many banks struggle not because they lack data—but because their systems don’t talk to each other. Srini highlights that critical income and transaction info often live in separate silos, preventing a unified view of the customer. AI needs that full picture to personalize at scale.

Blend’s Approach

Blend’s unified platform connects deposit, lending, and credit products—so AI can act on real-time behaviors and document insights. Clients are already using generative AI to surface personalized offers at the moment of transaction—helping to cross-sell and deepen the customer relationship.

Want to see what scalable personalization looks like in action?

• Watch the full interview with Srini and learn how Blend is helping banks engage smarter.