This data can also be used to target niche and underserved geographic markets with relevant products and services. While people in segments 1, 2 and 3 are prime prospects for wealth management, those in segments 4 and 5 may benefit from services designed to manage their money better or realize healthier returns. For example, people in segment 4 are significantly more likely to carry some form of ongoing debt and feel overwhelmed by it. People in this segment would greatly benefit from easy-to-use budgeting tools and financial literacy programs focused on practical skills such as budgeting, debt management and understanding credit. Encouraging automated savings plans that deduct small amounts from each paycheck can help them break free from the paycheck-to-paycheck cycle. People in segment 5 are institutionally suspicious by nature and prefer to manage their money themselves. This is especially true given that even seemingly simple financial matters can have hidden complexities that impact long-term well-being. A community bank could offer complementary financial check-ups to identify potential areas for improvement, such as tax optimization or estate planning, which they may have overlooked. This demonstrates the value of professional guidance. Summary Hyper-personalization is a trend that delivers against rapidly evolving customer expectations, customer acquisition and loyalty. Further, it creates marketing efficiency, increased ROI and greater engagement. Though hyper-personalization can be applied across channels of customer engagement (e.g., face-to-face interactions), it can be accomplished at scale through digital communications and marketing. Psychographics provide the insights to resonate with each customer’s intrinsic motivations, increasing the likelihood of desired behavior activation, such as choosing a bank, buying a product or service, consolidating accounts or staying loyal to a bank for greater lifetime value. This is a proven approach across industries and can be lucrative for innovative community banks looking to stand out in a highly competitive marketplace and without a multi-million-dollar budget. Hyper-personalization done right is not a nice-to-have; it’s a must-have to compete in today’s banking marketplace. McKinsey & Company summed it up nicely in its April 24, 2025, article “Riding the storm: How consumer finance companies can survive and thrive”: “But the future of consumer finance isn’t just digital; it’s also Darwinian. Companies that evolve, embracing AI and hyper-personalization, will thrive in this new ecosystem. As for the rest, the extinction event for outdated lending models has already begun.” Bruce A. Clapp President MarketMatch BAClapp@MarketMatch.com Bruce is the president of MarketMatch, a digital-first strategic marketing firm focused on accelerating community bank growth through delivering a clear strategic focus, creating internal and marketplace momentum, and delivering results through a guaranteed ROI. Clapp is a nationally noted speaker, author and banking strategy expert. Brent Walker CSO & Co-founder Psympl® Brent@Psympl.ai Brent Walker is the co-founder and chief strategy officer for Psympl®, using psychographic AI to create content that activates consumer behaviors based on their motivations. He spent 20 years at P&G in marketing, leading brands and psychographic initiatives. Walker has been featured in Forbes, Healthcare Finance and The Commonwealth Fund. MarketMatch is an associate member of the Indiana Bankers Association. SALES & MARKETING CONT. 54 HOOSIERBANKER
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