FROM TRANSACTIONS TO TRUST DEEPENING ACCOUNT HOLDER RELATIONSHIPS BY ADVANTAGE In Part 1 (on page 12), we explored how relationship-based incentives can go beyond one-time cash bonuses to drive lasting engagement. But incentives alone aren’t enough — true loyalty is built through personalization, purpose and connection. PERSONALIZATION BUILDS RELEVANCE — AND RETENTION Today’s consumers don’t just want a bank — they want a partner that understands their goals. A cash bonus may bring them in, but personalization is what keeps them engaged. By using data and behavioral insights, financial institutions can tailor experiences that feel relevant and proactive. Whether it’s a customized onboarding journey, budgeting tools for PART 2: Community Banker 23
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