Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
How hyper-personalisation is fuelling digital banking’s second wave
Journal of Digital Banking,
7
(2),
122-128
(2022)
Abstract
Financial services organisations will live and die by audience connection. In a world where one’s customers (and even prospective customers) double as brand ambassadors, digging into the details and understanding their mindset is important. With a wide-open playing field unencumbered by geographical boundaries, market entrants cannot afford to be niche averse. This paper dives into the need for neobanks and traditional banks alike to embrace personalisation and market niches to build trust and grow their business. The paper provides examples and suggestions for financial service leaders looking to build stronger experiences with their customer base through hyper-personalisation.
Keywords: digital banking; niche banking; neobanks; customer experience
The full article is available to subscribers to the journal.
Author's Biography
John Waupsh is co-founder and CEO of Nerve, a revolutionary mobile banking app that merges user experience and financial technologies to help creators build sustainable careers. Drawing on two decades of experience as a financial technology innovator and founder/CEO of the independent record label Preservation Project, John co-created Nerve to help creators of all types better manage their business finances. Working in community banking for 15 years, John became passionate about using technology and data to level the playing field between small businesses and large corporations. He has always seen creators as small business owners and knows how these technologies can serve them. Prior to founding Nerve, John spent 15 years leading product management, R&D and user experience at Kasasa, a FinTech company serving more than 800 banks and credit unions and millions of consumers nationwide. His book, Bankruption: How Community Banking Can Survive Fintech, is available on Amazon. He lives in Austin, TX, USA.
