Rethinking consumer acquisition in the age of AI

Lindley
Hello, I’m Lindley Gordon. Welcome to our Money Live webinar. Rethinking Consumer Acquisition in the age of AI held in association with Money Line. Great to have you with us today. Now, customer acquisition in banking. Well, it’s breaking, isn’t it? Costs are rising, journeys are less linear. And consumers and customers are researching, comparing and deciding before they ever enter a bank’s orbit.

Lindley
So how can senior marketing and digital leaders identify real intent earlier connect with customers to the right product faster and improve conversion without simply increasing spend? Air is obviously coming through as a powerful way to achieve more. So what does it look like in practice and how are leading banks adapting? Well, let’s find out with a fantastic panel who will be navigating the issues with you and with me.

Lindley
First of all, we have Pam Hymel from Hancock Whitney Bank. Pam, great to see you. Tell us who you are and what you do.

Pam
Hi. Yes, thank you. Pam Hymell, digital strategy director for the bank. And I am responsible for everything digital, consumer and small business and also digital acquisition and digital sales. So this is obviously a very important topic for me.

Lindley
Great stuff. And we’ve met before. So lovely to see you again. Next up, we have Lino Gaetano from TD Bank. Lino, great to have you with us. Tell us what you do.

Lino
Good afternoon. I’m really excited to be here today. Yes, I am. Lino Gitana. I lead the digital product management teams here at TD Bank, which is inclusive of our product strategy as well as our platform and product owner management. And we not only support digital, we manage the platforms across our store network, our contact centers to really try to drive that remarkably human and refreshingly simple mandate for the bank.

Lindley
Great stuff. Nice to see you. And thirdly, we have Bobby Kahn from Fifth Third Bank live from Cincinnati. Bobby, over to you.

Bobby
Thanks. Happy to be here. I’m on the product side. I, I owned the consumer digital channels for originations sitting between the marketing team and our award winning mobile application.

Lindley
Great stuff. And last but certainly not least, as Zach Barnett from Money Line, better known to many as Bernie. Bernie, welcome. And please tell us who you are and what you do.

Zach
Hi, Lindley, and thank you for inviting me today. My name is Zach BURNETT. I go by Bernie here at work and in the industry. It’s an old college nickname that has followed me for quite some time now. So I’ve been at the company for a little over seven years where engine bi gen, formerly engine by money line, formerly even financial.

Zach
So we’re a financial marketplace that helps connect consumers with a variety of consumer financial products. Over the years, I’ve worked with over several hundred different financial institutions who use us as a source of acquisition.

Lindley
Great stuff. Now that is a panel. Over the next hour, we’ll cover lots of ground. And we want to hear from you, too. So do send in your questions or your comments using the questions section. On the right hand side of the page while we’re live. Let us know what you think. You will drive the last 10 to 15 minutes of our conversation today.

Lindley
So we really want to hear from you, whatever you think. Problems, ideas, solutions. Let us hear your point of view. But let’s set the scene. First of all, we’re seeing a clear shift. Customers are increasingly discovering and evaluating financial products outside of traditional banking channels. It’s happening for a long time, but often before they ever engage directly. So can kick us off that there’s been lots and lots of buzz, obviously, around A.I. driven search, voice assistants, social media and much more.

Lindley
Let’s leave that hype to one side for a moment. But how is customer search behavior, in your view, genuinely changing?

Pam
Yeah, well, it is generally changing. I mean, cup consumers now discover, evaluate, consider a shortlist of financial brands through social platforms or AI powered answers. It’s more about what the Internet or your clients or your referrals are saying about you or saying about your brand. Less about the client coming to your website directly and searching for a particular product.

Pam
So where in the past, I think marketing spent a lot of time focusing on content within the website. You think about a Google Google search engine crawling your data and all the traditional ways that paid media search would work. It’s now shifting tremendously to what people are saying about you and what is picking up about what is credible, what is relevant, and how are you showing up as a brand that’s really forcing, you know, is where the customers are, the client, your future clients actually get exposed to who you are and what you offer.

Pam
So it’s changing dramatically.

Lindley
Yeah, we’ll get into a lot of the mechanics of how that’s how that’s working. But also, you know, it’s that difficult question, a very complex question of of how you engage your data may be processed very well by AI, but actually you still need to really engage and have that human touch along the way in your marketing processes.

Lindley
So we’ll get into that. But look, so it’s great to have you with us, Bernie. Great to have you with us. Look, it is very complex customer journeys are not linear as they were do traditional sort of funnel models. The linear ways, do they work anymore?

Zach
Yeah, I think that’s a great question. And I want to reframe this a little bit. I think that as those of us like on the banking and on the financial institution side, think of something as non-linear from our perspective, maybe that’s accurate, but from the consumer perspective, like there is still a linear journey. The tough part that has to be addressed now is that my linearity looks different than Pam’s linearity, than Leno’s, and maybe there’s more versions of that linearity than there used to be.

Zach
So the challenge that the financial institutions face today is the ability to start that journey in the various touchpoints where your brand might be exposed, especially as it relates to the social platforms that Pam mentioned, and especially even more so than ever, some of the the labs that are providing sort of advisory advisory services to consumers who are looking for a bank or financial institution with whom they want to start developing a relationship.

Lindley
Yeah, it’s a really important perspective and maybe that’s where we need to focus in this session is is taking that other perspective because thinking about my journey, it needs to be as smooth and linear feeling as possible, although actually the complexity to provide that is incredibly difficult. So we’ll get into that, I’m sure. Look, one thing, Bobby, great to have you with us.

Lindley
One thing that we need to look at is, is the missed opportunities, perhaps some wasted budget if we take a linear approach when non-linear is the way forward, certainly from a bank’s perspective. So where in the acquisition process do you think banks are wasting resources? Maybe they’re missing. They’re missing out on customers because they’re taking the wrong approach.

Bobby
Great question. I think the most important thing is, is you need to convert those high intent customers. Yeah, 95% of our customers and in the abandoned never come back to finish the application. So you need to have them actually in the job once that when you get their attention. Yeah I’ll give you the simple analogy here on that note.

Bobby
Opening a checking account is not like buying a golf putter. You know, I’m an avid golfer. I spend hours looking at golf reviews, putting my Amazon cart, wait for the right price, watch the Masters and Bam by, you know, three weeks later. That’s not checking accounts. Now, customers have a job to be done. They need a place to deposit their their paycheck.

Bobby
They do some quick research. They make the account. So you have one opportunity most of time to finish the application. So you really need to make sure you are focusing on finishing those those high tech customers.

Lindley
Yeah, yeah. We’ll get into that more. You realize, of course, you’ve given us valuable data that your buying habits are to buy putters so you won’t be inundated and spammed to the nth degree by people by after we finish here today. But yeah, let’s flip it around for a moment. You know, great to have you with us. Where do you traditional sort of more linear funnel funnel models, where do they have validity?

Lindley
Where where might they still work? Is there some combination that we should be looking at?

Lino
Yeah, absolutely. And if you need a putter, my son Bobby works at Golf Galaxy, so we’ll connect you after I started.

Lindley
Already a company marketing people.

Lino
Yeah. No, honestly, I think. I mean, initially these models were built for like a different landscape, a different discovery landscape, like the classic funnel, the orbit model. They assume, like the banks in particular, we kind of control those traditional entry points. But the journey is non-linear now by default. Great. And and what we’re seeing is that customers want to move from awareness and consideration or maybe to a purchase of a putter.

Lino
They kind of go in between that consideration and research multiple times, sometimes across weeks, sometimes across devices, and often anonymous, but excuse me, anonymously. So we have to be able to figure out where they are. And I think a better fit in today’s reality is this kind of sense around like ecosystem thinking that replaces the orbit marketing, right?

Lino
Like your product exists in the web, but it’s in comparison tools. It’s an open banking data, right? It’s an embedded finance moments in and social sites where you need that presence and credibility. And I think a big focus is as an opportunity across the industry is this trigger based engagement rate that matters more than that stage based kind of progression?

Lindley
Yeah, we’ve come to this point that we’ve been talking about for such a long time is the customer of one, the ability to deal with so much data and personalized, really hyper personalize if you choose to do that. But I mean, let’s break it apart for a moment before we move on to connecting customers to the product. Earlier, you two, you kind of hinted at this idea of reputation.

Lindley
The brand is so important. Do you feel that that’s the orbit as well as a trigger moment? So that’s the orbit that we should be focusing on, making sure that people are they kind of absorb that good feeling about your brand before they come to you, because there are many channels. It’s very difficult to control what they talk about and what they receive.

Lindley
How do you start to bring a sort of a much warmer awareness of your brand as a bank?

Pam
Yeah, well, I think you’re your brand is you know, that is that moment where you’re being considered. I mean, and if you think about anything that you purchase, right, you all know the key brands in the space. And then you’re probably going to go look at reviews if you’re going to consider a different brand. Yeah. If you move into a new market or so forth, you’re going to look around and see what’s out there.

Pam
You’re not going to necessarily go to that bank’s website and read what they have to say about themself. You’re going to go someplace else and see what the market is saying about them. You’re going to talk to your friends, you’re going to go to YouTube. We know that that’s where all the younger demographic is going to talk, right?

Pam
You know, we aren’t advertising on Tik-Tok. It’s people talking about us on Tik-Tok. So your brand is extremely important, which is the first thing to get people to even consider you to then look at your products. It’s not the product and then the brand. So it is crucial. And again, in a age of AI where air is going, it is all about what people are saying about you, whether it’s your clients, whether it’s an industry article about you as a bank, about something you’ve done that’s innovative, about your financial results, about anything, right?

Pam
Everything is out there. We know nothing gets erased on the Internet. It’s all there and it’s all searchable. So it’s extremely important about what the industry, what your clients, what your peers are saying about you so that you’re in the consideration set to start with before you get to the product selection.

Lindley
And that being the case will be, can we interest you in a hockey stick or anything related? Is there anything that you feel good about that maybe we can, we can push you down that line.

Bobby
Yeah, definitely. I actually played hockey growing up, so definitely if you’re not in secondary.

Lindley
Excellent. We’ll work on that one. Okay, let’s move on. It’s clear that marketers need to move away from, you know, static funnels to more personalized approaches. So let’s go straight into that. Bonnie, I wonder what you think about this. How can banks rethink their sort of that old legacy approaches, particularly with AI in mind and focus on customer intent?

Lindley
You know, we’ve had sentiment analysis, but what about intent?

Zach
Right. This is a great question. And I think it’s important to note that with all of the new A.I. tools coming out and you can’t just leave behind the old forms of marketing, your PR, your advertising, your branding is still incredibly. And one thing that I’ve seen are teams that I work with do really, really well is redesign a lot of the content that we put out, which is intended to engage with and educate consumers.

Zach
I’ve seen them redesign it for optimization, not just in SEO and search, but also in what the results are for your chat chapters, your other limbs, your perplexities around topics, your copilots, for example. And this has been really, really effective. We find that consumers today going to these spaces, rather than doing a quick search and jumping to another website, are using it for comparison to also research what other people are saying.

Zach
Sometimes in a search, I’ll say, don’t tell me what the sales points are about this product. I want to hear what people are saying on Reddit. So in forth, you know, leave out these kinds of reviews that are too inflammatory. And so I think the challenge that we have to do today is it’s working out how to make these like super powered tools work on your behalf and on the behalf of your brand.

Zach
And so the challenge becomes how can you put great content out there that is iterable that allows something with as much brainpower, quote unquote behind it as a tool to be able to match that sort of nuance that consumers looking for and be able to draw the line with your brand and with your products and I think that’s the challenge that the athletes are up against today.

Lindley
Yeah, because from that, just from that one point alone, you can you can you can gauge the intent. The intent is to avoid the sales messages. The intent is to try and find reliable information from people I respect. And maybe it’s sort of a broader view of that, you know, on average who’s saying what, but you’re getting a brief, but you’re getting this sense that you need to plant your messages in in much more subtle ways.

Zach
Exactly. And what’s really interesting, too, and I don’t know if there’s quite this feedback loop with some of the alums just yet, but it pretty obvious, you know, what the intent is. If you were to if you were able to go read that conversation, for example, it prompts you, do you want me to recommend a product or a purchase for you at the end of its initial output?

Zach
Right. And so I think that’s where there’s a pretty clean delineation, if you could interpret this in real time between someone doing research and comparison and looking for consultation versus someone ready to make a purchase or at the final stages.

Lindley
Yeah, absolutely. What’s happening here already? I think we’re coming to this this this this point is that the funnel has changed radically. The funnel is is actually no. How can you actually understand what people are? The funnel is actually their intent. And then of course, you need to be able to find them. So Pam, you know, on casual browsing versus genuine intent, you know, one of the really big challenges there are a lot of challenges here to find reliably genuine customers, people who are past that sort of general research stage and a kind of looking to interact and maybe buy something from you.

Pam
Yeah, I mean, well, that’s an age old marketing problem, right? Is that people come to your website and I mean, if you look at traditionally, again, that’s where you would build your website in such a way that they can learn about you, learn about your products and so forth. And now this is shifting to where if you’re using a I chat bot asking what’s the best baking product, what’s the best fake in my region?

Pam
You know, you’re relying on what other people have said about you. So now it’s about being ready for that inquiry when it comes. And it is hard to tell whether it’s about somebody that’s just browsing, sniffing around a little bit versus I’ve done my research and I’m coming in and I’m ready to purchase. And yeah, I think, you know, when it gets there, you know, it’s more about the funnel itself and being sure that you capture that client and bring them through.

Pam
But in the attraction, again, it is difficult. I think if there was a silver bullet here that you do or this is just someone that’s just looking and this is someone that serious, I’m I’m going to worry. Or that this referral source is where all my real serious people are coming from. And this referral source is just browsers.

Pam
I think all marketers would love to be able to have that kind of distinction, but again, it’s more of a really being sure you put out the or your IT again your brand and your reputation is out there. So again, you get considered so that when they do come to your website and potentially through search results and maybe what they’re asking for, you are able determine a little bit better about their intent and it again having the content ready at the right time.

Lindley
Yeah, because particularly I would say with with a bot search, search is cheap. You know, you can just do that behind a layer of AI and just sort of find out what’s kind of what people are talking about. But you’re still not there. So just just before we go on to Tiffany, we’ll talk about contextual and behavioral signals, Lenovo, Bobbi, any thoughts from you on this?

Lindley
Because I’ve seen Coral nodding, but it’s interesting to work out what you think in terms of just, you know, gently harnessing the people who are more interested, you know, first of all.

Lino
Yeah, I think, you know, when we were listening to what Bernie and Pam were saying, I think an underlying principle really is that the content should really reduce friction in the customer’s decision process. And when we think about our funnels, we tend to really, where are they falling out, where, where, where are we having opportunities? And and we’re not really focused on the customer’s question or what the customer’s trying to resolve itself.

Lino
Right. And, and with the customer I think at the moment is trying to do we tend to funnel or botch up the funnel with a bunch of content that isn’t really needed. And, and I think the teams that genuinely operate with that principle where we actually produce less content, but content that works in the moments that matter tend to tend to really help us in our conversion.

Lindley
I guess, you know, if something is a classic agile problem, if, if, if you can get somebody emotionally, they feel something good for you, then, then, then you’re in. I mean, there’s something there that they would they would walk further. Bob, any thoughts from you?

Bobby
Yeah, I think the most important thing is to understand what we call the customer’s job to be done. What are they trying to do? Why are they here? What’s their intent? And if you can do that, make it as simple as possible for them to get the job done. We are in finance. We spend our days, hours in meetings talking about this.

Bobby
Most people, a bank account credit card, is enabling them to do a job to be done to live their life. So I think the key is how do you understand what that job to be done is and make it as simple as possible to get them in and get them out?

Lindley
Yeah. Bernie, let’s let’s go into some of the signals that we might be able to pick up from people’s intense contextual behavioral signals and how I can help us to do that. What are those what are those classic signs? If there are classic signs and how do you start to act on that, or at least start to sift through to understand where people are sort of stepping further towards you?

Zach
Yeah. So, you know, in a sort of like circular logic, I has the answer to a I, I think in the past, you know, we’ve always looked at signals and put some sort of human interpretation behind them and what they mean and maybe you can marry that was the performance data where we’ve seen a lot of success is maybe extracting some of our hypotheses or assumptions out of that that that we’re testing against and actually leading an AI engine do a lot of that marketing and direct outreach for us.

Zach
So for example, rather than having like predefined logic and conditions within a marketing platform where it’s all sort of fixed logic, we use the model to figure out what, where and how and why to send people. I think it takes a lot of the guesswork out for us and so we use different studio tools to create really nuanced high numbers of variation within, you know, similar forms of content with a little bit of some different rules for like our guidelines for the set for outreach.

Zach
And we’ve been able to create a feature matrix with something like over 400 columns that’s able to run tests a lot faster than a human would be able to get it out, pull the data back, analyze and adjust. And so with that sort of like AI as a response to AI, we’ve found that there is an ability to personalize even more so than previously, the sort of like messaging, the creative, the, the, the content, as well as the type of outreach and to whom to match people with the correct, you know, touchpoint that they need for their given level of intent and ability to transact on your product.

Lindley
Well, that’s really good. And that leads us to to, you know, you know, how are you seeing there? How do you start to match the content to the intent and start to, you know, to make this relationship work from that from that content point?

Lino
Well, I think we’ve been really focused on how do we start with the customer’s question and not not our brand message. Right. Right. And the way we kind of reframe that ask is what is that customer trying to resolve right now at that moment? And every piece of content should be answerable as a response to the real question that a real person is asking.

Lino
And and, you know, historically, that has not been the case in the content that you see it on the financial services page. And then from there, how do we build around moments? We talked about it earlier stages. Right, and replace that funnel stage with those trigger moments, life events, circumstances, because it’s in those moments that matter that a customer is going to look to potentially their existing bank or to like Pam said, they’re going to go find out what customers are saying about you to make that decision.

Lino
Right. So that content creation has to match the cognitive load for those customers. And I think a lot of mistakes most teams make as we produce campaign style content, which really serves the brand rather than that decision support which serves the customer. So I think, you know, in that perspective, you know, a practical test is that if your content wouldn’t make sense in an ad in a search result is probably brand serving then customer facing and that’s kind of been our push with our marketing partners is how do we really portray our brand digitally versus what the brand represents as the moments that matter to the customer?

Lindley
Yeah, such an important question and this leads us on something I talk about quite a lot, which is which is the use of AI in content and right the way to slop and all the way back to good stuff. And Bobby, what do you think about, you know, AI and its support for good creative content, the next gen of creative content that actually does appeal to people because they are genuinely interested in what you have to offer.

Bobby
Yeah, so powerful, you know, is changing month by month, day by day. You know, a year ago is way different three years ago. And whatever we’re going to be to in a couple of years now. Yeah, but one of the key things about banking is trust it. Having that trust with the customer and I at times is hard to trust hallucinate.

Bobby
They can know. I still remember my first time ever using jack shaped image and it can even spell my name right on my t shirt. I want to put on it. Can you like I told you to put Bobby on the t shirt and he felt Bobby crying out, How can I trust you? You know, that was a couple of years ago.

Bobby
But that was that was the trust, you know, back then. So today at fifth, third, you know, we are using AI in everywhere, everyone mostly as productivity boosting, getting more creative out, getting more tests out, getting more data back. But we always have a human in the loop today to be able to sure that whatever we are sending to customers, sharing with customers has that trust kind of check built in in the future.

Bobby
Right now, as I matures, as agents mature, I do see a day where that trust can be built by agents watching each other. But right now, no, in our current standing we have the human in the loop and probably won’t be the same 18 months from now, but that is where we are today.

Lindley
It’s such a big question. We could talk about this for a week, but maybe now’s not the time. But really, really, really interesting thing to open up there. Okay, let’s move on to our next section. Let’s talk about conversion. Leno Where do you think banks is still creating unnecessary friction in the customer journey? Friction can be quite useful sometimes if you’re making a big decision.

Lindley
It can be engaging in some ways for safety, if nothing else. But what is slowing customers down, do you think?

Lino
I’ll provide a practical example that a lot of institutions faces is even when you’re trying to deepen the relationship with your customer, you add friction by asking them as if you don’t know that they’re your own customer, right? And we do this a lot because they go from one product silo to another. Product silo potentially. Yeah. And one of the things that, you know, to really focus on is having an overall relationship with the customer.

Lino
We’re able to deepen and make it much more effective for them to actually add a product, you know, talk to someone in fraud if they’re looking at a dispute and making it very seamless in one interaction and and even for a new to bank customer, you want to make you want to make that initial experience frictionless as well.

Lino
And we’ve recently introduced DBS as a as an example where, you know, allow the customer to upload their information quickly. It gets through CIP, customer ID and it gets them to refill the application. These are areas that the bank is leveraging tools to make that frictionless experience more relevant.

Lindley
Yeah. So it’s a, it’s a there is a yeah. Breaking down the silos more embedded may be is that the way you’re looking at it. Mm hmm.

Lino
Yeah. Embedded in that journey, in the process of either becoming a customer or deepening through servicing of a customer itself. Yeah.

Lindley
But what about sort of compressing? We talked about the funnel and the nature of it and how it sort of spread out a lot more. You’re you’re not just pushing people down the line of sale. You’re bringing people in when they want to come to you and understanding what they’re asking about you. But how can you compress that funnel?

Lindley
So so that the it’s relevant so that customers can can come to you when they need you and at the right place. This is an eternal, almost a technical question, but what do you feel?

Zach
Yeah. So it’s a great question. And I think we have established that consumer shopping behavior is no longer so much happening on your own website, but in places and ecosystem around you. And so the question, and I think like the key breakage here is when someone migrates to your website, if to Bobbie’s point, you don’t convert them immediately, then it’s a it’s a it’s a foregone conclusion if you’ve lost that lead.

Zach
The trick here is to make sure that whatever considerations or whatever that consumer has already seen or potentially even qualified for is exactly what you’re at the point at which you’re bringing them over and not making them restart an application. It is the most annoying thing in the world as a consumer to have already made a choice about what you want to know, that you can qualify for this and you have to go back and re fill out a form.

Zach
For example, one thing that my client specifically threw us, and this is available in a few other places in the industry to have become really successful is actually pushing and compressing, not the consumer part of the funnel, but they’re part of the funnel. So the KYC, AML and the credit pre-qualification, for example, and pushing that up higher in the funnel so that consumers have everything they need to know in order to make a final decision.

Zach
They know they can qualify for that product. And rather than going back to bank Ecom and filling out their details and looking at the loan terms or or, you know, checking account or whatever it should, I think follow them from the top of the funnel all the way through. Now that takes a good bit of technology, and that’s that’s where I spend a lot of my time.

Zach
But I think if you are in the marketers seat at a bank and you’re not looking at how you can, I think more readily and at a higher place in the funnel, confirm to the consumer that they are a fit for you. Also, then you’re missing a big piece of the puzzle and more under serving the consumers in the ecosystem.

Lindley
Yeah, it’s quite it’s quite a harsh lesson to have to learn that your website, if it’s not doing the job, if it’s not doing that simple, quick, relevant job, it’s it’s useless. It’s actually effective.

Zach
Yeah, exactly. And there’s this concept I’ve heard come up recently of like the no click origination, right? And so as we’re going into the no clicks search, I think we should be looking at what does that look like to be able to open an account, start a relationship with the financial institution without having to go through forms and having to go through clicks?

Lindley
Yeah, yeah, yeah. And a lot of that work is done. If people are using a search, then of course they’re getting a lot of the information. Maybe it’s not fully accurate, but they’re getting a lot of information about you and that stuff that you would normally do to bring them in at the very top of the funnel, maybe that’s less relevant too.

Lindley
So it’s it’s a really interesting thing, a quite a useful thing to know. Pam, I saw you nodding us all you know as well. But Pam, you were nodding all the way through that. What do you feel about that? And also, you know, we don’t to lose trust. Trust is Lino and Bobby have completely clearly mentioned this trust is so, so important.

Lindley
How do you not lose trust or oversimplify, but yet get to the good stuff earlier?
Pam
Yeah. Yeah, I agree with everything that they said. I think that it’s about, you know, and building the trust especially we talked about, you know, in setting the clients expectation before they even start the process. What are what do I need in order to complete this? What is the experience? What should I be expecting? How long do I think it’s going to take?

Pam
Do I am I going to have to have any documents readily available? It’s being sure that they understand the experience. They’re about to go through. And there’s no surprises, obviously, again, to the point to bring in your disclosures and all of that, all of this stuff that everybody just clicks itself and get some of that stuff out of the way sometime.

Pam
That’s a about it. With your compliance department and your legal department who would love to put forth and make people scroll forever to click all the buttons, right? You have to kind of fight that battle from a usability perspective. And again, if it’s a known client, you know, no, no, them prefilled the application, give them the opportunity to come through and authenticated flow.

Pam
You know, do not ask them questions that they would expect you to know about them. You know, give them a more expedited experience and if you have to flow people down, you know, really figure out a seamless, easy way to bring them from digital to a physical experience. You know, if they have to be flown down because there is a problem with the app, there’s an ID issue or what have you, don’t tell the client.

Pam
They have to go to a financial center or branch in order to figure out their problem, bring that down to a banker who does an outreach directly to that client in the moment. And don’t make it the client’s problem that you have some kind of friction in your app. You have to work through. You need to be sure that you’re ready to be able to help that client get through that friction hurdle itself.

Lindley
Yeah, throwing down a speed bump is no, you know, it’s no use, especially at the really sensitive time. Bobby, any thoughts from you? Any thoughts of of examples that you’ve seen that have been really either really good or perhaps not so good?

Bobby
Yeah, I think payment I aligned here. Less screens aren’t always better. We actually added it last year. A very clear expectation setting screen, the beginning of our checking flow. They said it would take 3 to 5 minutes. You need to have this, you need to have that. And we actually saw an increase in book rate and account openings by adding a screen, which is usually, you know, the option to remove a screen.

Bobby
They get them for less clicks. But adding the screen, setting expectation and saying it is that easy, it is and clicks away. Really? No. Put the customer at ease and let them finish the application.
Lindley

Absolutely. You know, one thing that Pam said was let people know how long it’ll take. I mean, there’s nothing more frustrating when you’re a you’re a natural born researcher. You come with some information, may be good, may not be so good, but they come to you and then you don’t give them any idea of the foresight of where they’ll be going.

Lindley
And, you know, these you’ve become your own journalist already. You’re in there, you’re ready to have the information. So a little of that can be very useful. Okay. Well, let’s let’s carry on. We’ve got so much more to talk about. Less. Yeah. Please, please.

Lino
Sorry, Lindley, if I would just build on Bobby’s point and I’m not technical, but I’ll put a little bit of a technical hat on. He’s absolutely right. We’ve seen good customer research, industry research. The length of an application doesn’t necessarily negate friction or equal friction rate. But there’s a thing from a technical perspective that we use around, you know, cumulative friction.

Lino
And cumulative friction is how fast that that application tends to load. And that’s where customers get disappointed. That’s where they drop off. And to Bernie’s point early, you don’t want to have to start again. You want to be able to pick up and resume whether that’s digitally or non digitally. But technically, I think this is where I think there’s a customer experience and a technology that goes with it.

Lino
And if the cumulative friction is there because you know, you as a platform are not driving effective completions of the application because of lag time, we’ve seen best practice in industry or best experiences in the industry that are north of 25, 30 pages, but it’s seamless to the customer and they feel their accomplishing and being tracked and being guided along the way.

Lino
So I just want to you.

Lindley
Nice thanks for telling us. Really good. And it kind of reminds me of something that that Bernie said earlier on, which is that whole thing about the journey of the customer needs to feel linear, but actually the way you approach it might be non-linear, maybe just you might have to wrap it into interesting areas of friction that do help the customer to understand what’s going on.

Lindley
So let’s thanks for those. Really helpful. Thanks for everybody in for that one. Okay. But let’s carry on. Let’s look at the the very thorny issue of customer acquisition costs. Optimizing a campaign isn’t just about conversion. It’s also about improving performance while keeping acquisition costs low. So, Bobby, where do you think we can reduce customer acquisition costs without slowing things down and putting the wrong sort of friction in place?

Bobby
I think again is the answer. With AI and ML, you can optimize on the final outcome. You can pass the feed in to in models to be able to say, I want customers to finish their application and retain and do their jobs to be done while keeping the relationship. And you can pass all of that back, back into the model and then that can be how you optimize.

Bobby
So when you’re paying to acquire those customers, you have pain to acquire customers who will finish the application, who will be the high standing members of your bank. And that is really I think the biggest thing to air allows the negative of that compared to the old school. Optimizing for grades and things like that is that you don’t know why at times.

Bobby
So you might see a shift. You don’t know why is that model is such a black box neural network that you know, he can understand what’s actually going on.

Lindley
Yeah, yeah. You need to control that. You also need to be aware enough when the model maybe changes that the results, the outcome might change. So you need to be really across that obviously as well. And Bernie, just give us a give us a bit of hope here. Maybe you give us an insight into how we can do this.

Lindley
How can you practically you know, apply A.I. or insert A.I. maybe to improve the optimization, while not in not all improving, but not increasing the costs? How can you start to in is there is a way to insert little just sprinkling a bit of AI on it and see what happens, I’m sure. Yeah, that’s true. Small details of that.

Zach
That’s a great question. So you can figure out how to do it yourself and build the ad tools or you can partner with someone to do it. I think in that case, I would recommend for most companies to partner with a vendor who is AI native in Asia-Pacific rather than trying to build a company yourself that has within your company that has to keep up with the changing tides as quickly as they are.

Zach
But there’s a number of vendors and providers who can do this and so then it’s a question of, you know, to what depth and do you partner with someone in which partner do you choose?

Lindley
Yeah, yeah. Bobby, back to you for a second. Does that make sense? You know, I think we’re we’re kind of beyond now the time when you have to just own everything and build everything. It’s just not possible to do that. Just Quick told Bobby.

Bobby
Yeah, definitely. And I think being strategic and when you partner, when you do homegrown and usually the rule of thumb to meet that is to truly something unique to you that’s secret sauce. That’s when you want to bring in a commodity or something that’s in the best best in class industry you can just follow is a time to partner.

Lindley
Yeah you know let’s let’s go for a classic question. Where do we spend our money? How do we where do we invest? To be in the right place in the channel makes best returns? Where can we? It will be different for every provider, every bank. But what do you think? What questions do you ask maybe to to get yourself to the right level and place of investment?

Lino
It’s an interesting dynamic, right? It’s it’s the strategic question that financial services, marketing. Right. You know, that we’re having to go to right now. And the ground is shifting very fast and the investment decisions really being made are going to kind of be determined. The competitive position for the next couple years. And that makes you a little anxious.

Lino
Like, like Bobby, we’re leveraging AI and a lot of our development design work from a product perspective and we’re just touching it now from a marketing acquisition perspective. And I think that that structural shift happening and we’ll take search, for example, in the investments we have to make there right. It’s being the traditional search is really being disrupted at the discovery layer right now.

Lino
And I generated answers that zero click results that we talked means there’s a growing proportion of information queries that really never result in a visit. So how are we are we playing in that space outside and that and that and that from our perspective is where do we invest for that best return? And right now, as I search becomes really more prevalent, the content that gets cited or surfaced in that content which has to have genuine depth, right original data, clear expert expertize so that the customer, it resonates with them.

Lino
And I think that for us is a very unexplored opportunity. I think most banks are trying to meet the customers at the moment of their financial need in a non-financial context. And that’s that’s that’s the opportunity.

Lindley
It’s a classic lack of a feeling of lack of control when you don’t perhaps own the entire process. But Bernie, again, back to you. You know, with the right partner, you’re going to start to get clarity. You kind of getting the same relationship that the customer wants from you. If you working with the right people and perhaps having a relationship which is dynamic and flexible and the product is right for the time it might shift.

Zach
Yeah, that’s exactly right. And I think where some of the vendors out there that that you can work with are going to allow you to do so much more than than you could, you know, with the traditional team is that you can just iterate and test so much more faster to the example I mentioned earlier where you can have a column of 400 different inputs and variables and create smaller segments like audience segments of people in 20 years rather than people in 2000s.

Zach
It’s going help you really tailor and create personalization in a way that we haven’t seen just yet.

Lindley
Yeah. Yeah. Well, Pam, look, you know, we do need tools. We need strategies. We need ideas that can help us as marketers to to predict the channels that will achieve the best ROI. We are in the section where we talk about cost, so what can we do to to step in the right direction? What we focus on costs to maybe work differently, maybe use different tools that can help us to to get with the program.

Pam
So media mix analysis is still a tool that marketers use and that I guess eventually I will probably make that happen a lot quicker than maybe it takes today. So I think there’s still the traditional tools. Again, I will get there. I think, you know, from my perspective, I think the real thing you need to figure out and I again would help you do this is to harness that data.

Pam
It’s really understanding what was a successful conversion, where did it come from? I think, you know, for me, if I could look at a campaign and I can look at how many people actually adopted the campaign, I want to go back all the way up to where do they come from? Where was the referral source? What was that marketing pool?

Pam
Was it a was it an email campaign? Was it a an audience, you know, over Facebook? Was the social media, you know, it not only look at the clients that were successful, but look at the ones that turned out not to be a look at the ones that turned out to be fraudulent. Really understanding the end result of something, but taking it all the way back to figure out where was the beginning of that journey.

Pam
And I think that that’s something that today on the marketing side, we tend to maybe, you know, buy a list or buy buy something with the 20,000 clients, 10,000. And we just throw these big nets out there right back to kind of like the launch in prey, which I think is our next subject, right? Yeah. But really, I think if you can harness the data which we all have, it’s just the challenge is actually using, it is bringing that data in.

Pam
And I think and I can help you do that to really understand, based on the spend I did on that campaign, where was the most successful we are? Should I be spending my money in the future by really understanding what are the campaign do? So it’s tying your results back to the actual spend and that is that’s a joint, right?

Pam
That’s digital with marketing that that’s really a couple of groups within the bank. It isn’t just a marketing responsibility. I think it’s a couple of lines of business coming together to really understand the true picture.

Lindley
Yeah, and look, it can be such a bitter pill to swallow, too, to focus on what didn’t go right. But, you know, there’s a whole iceberg beneath the cherry picked fantastic results that you get from asking that question. What didn’t happen? What didn’t work? Why did they slip off the whatever funnel we choose to create? But let’s you’ve got to start it.

Lindley
So I’ll just mention that we’ll come to your questions in less than 10 minutes time. So please keep sending them in. Just go to the right hand side of the page while we’re live and get in touch. You will drive that last 10 minutes or thereabouts of all of our session questions coming through already. We haven’t looked at these yet.

Lindley
We’ll try to answer them. If you throw us a curve ball, we’ll try to hit it back to you. But it’s great. Okay, now final section. Let’s go beyond that optimization. Let’s talk about, as Pam mentioned, launch and pray with ad hoc steps to adjust campaign content. Are we beyond that? Bobby First of all, in brief, where are traditional reactive approaches to campaign optimization really falling short?

Lindley
We are in a different world where the funnel doesn’t apply in the same way a nonlinear approach is do where we go wrong.

Bobby
Thinking with my golf analogies and it’s like playing golf but not keeping score. You know, you can have some fun, enjoy, have it be with your friends but if you don’t know your score on every hole, you don’t know why on the fourth hole of the ball or into the water, you can’t Justin learn. So I feel like traditional life and play really just hoped and prayed that no, I had a good time and the customers will come.

Bobby
I think in the new world you really need that master data, as Pam was talking about, that connects all the way from early customer searches, all the way to account, opening to know, deepening and you know and beyond has to be connected. And I really think that the the master data tools, the data tools and I can help us get there.

Bobby
But yeah, it’s like playing golf without humans for.

Lindley
And for everybody watching us live. Encourage your friends and colleagues to go back onto the on demand and look at the earlier references to golf. You’ll find out what we’re talking about, but brilliant. That is fantastic. And look, I mean, let’s let’s try to strip it apart. Let’s try to build this picture back up. We’ve talked about so much, you know, but what does that more responsive, more relevant listening approach to customers to optimization really look like?

Lindley
What do we need to get in place?

Lino
Well, from a product perspective, I think what we’ve built and what I think matters is historically you would launch a new product and to your point, you would sit there and pray that it works and that it converts in an agile methodology and agile delivery that most financial institutions are leveraging. We have to get comfortable with putting it out there for a percentage of the customers, putting it out there, letting it somewhat fail, but iterate on it.

Lino
And this is where we have an opportunity to really, from a product perspective, to support our marketing and our product teams in the business with solutions that don’t need to be perfect. Right? This is why they’re called MVP’s, and I think that’s an opportunity for us to really get that customer insight that we need to make an adjustment delivered on that, that larger customer insight to build that experience better for for the teams or for our customers and call it.

Lindley
Yeah. I mean, there’s no there’s no better way to break down silos and to make your fellow code, your colleagues jobs easier because you’ve done that. They’ve done this great bit of stuff that they interaction is much more fluid and the customers are happy when they talk to them. This is is the great way to break down those barriers and great Bernie, look, we talked about a little early on about about real time and trying to get data insights that make sense to you so you can feedback how important that feedback loop where we take in data, we start to interact with customers using AI perhaps.

Lindley
So it’s really relevant. So it’s really attractive to them to come forward and talk to you.

Zach
It’s critical. And so to I think extend upon what I mentioned earlier is like we we chose to use a vendor for some of our our AI fueled marketing efforts. Not only does it help you get it right on the first outreach more than the speed at which you can pull back in the data and reiterate and act on it is kind of wild in the olden days and by olden days, I mean maybe two quarters ago, a campaign like have you to have to go through weeks of figuring out the operations and LNC approvals.

Zach
Today we have agents that are trained on our LNC guidelines that as soon as we get our first campaign back and we see people that fell off or didn’t go through and it’s starting to rematch the messaging with the audience segments or figuring out who we can remarket to. We can look at that feedback within a 2 to 3 day timeline and then act on it within the same week as opposed to it taking weeks to get the feedback, put an analysis, make it into a pretty slide, show an executive sign off and then, you know, read, try and refit the campaign.

Zach
I think what’s really great today is that instead of like throwing 3 to 5 ill fated campaigns at consumers who who who might genuinely be a good fit for your product as you can get it right off the bat or quickly thereafter with the speed at which you can iterate and react to feedback.

Lindley
If you get that right. Bernie And this is a question that probably weren’t expecting, but can you do you have a second bite at the apple? Can you can you re appeal to those potential customers, the people who maybe slid off but but were still interested? They were kind of disappointed, but like to work. They’d like to come to you.

Zach
Yeah, I think absolutely. I mean, just because people are doing more shopping outside of your your actual domain property or maybe outside of your direct outreach, doesn’t mean that they’re doing a thorough job shopping. And that doesn’t mean that all the alarms or the Reddit advisors and social media platforms have really like honed in on the creative or the messaging that they needed to hear in order to feel comfortable, you know, contracting with you.

Zach
I think the other piece to consider here is like upsell. If you’re a financial institution, you don’t have one product, you probably have a product suite of of different services that you’d like to get into someone’s hands. And so the ability also to recognize your existing consumer base at the moment when they’re ready for a step up product or a different change or a different service, and being able to get that into their hands at that moment is, I think, a critical, critical function that air services and vendors can play.

Lindley
Yeah, listen, Pam, I think we’ve come up with quite a few really good focus areas here from intent to behavior to the use of AI and within the funnel, which is now opening up. But what are the biggest barriers or what is the biggest barrier? Is it a tech issue? Is it a process or a culture or something else that we should really be taking our sledgehammer to right now to try to make this work?

Pam
I think it’s both okay. I think it’s technology first because again, you have to have a way to harness your data. You have to have a way to use that so that you can in the moment, in real time, make the shifts, do the outreach, and do the things that you want to do. If you’re still in a world where you have to run a report from a batch process a few days later, you’ve missed the moment, right?

Pam
Yeah. And that’s technology that has to happen. I think from a cultural perspective, it also has to be the acceptance that leads can come digitally, that there are digital clients that choose to be in that channel and we need to actually onboard and welcome them into the organization. I find that here, I think that’s probably one of my biggest focuses on the digital side is truly be ensure that the clients that have choosed chosen to come that way, whether they started in a in a physical location and now continue their relationship in a digital way as they want to grow their relationship with us is b is to be there regardless of the channel that

Pam
they choose and to take advantage of that. And that means really connecting your digital experience with your physical experience to be sure that that overall experience is exactly the same thing. So I think it’s both. I think it’s technology first and that it’s bringing your culture around to understand how our customers actually shopping today and how do they choose to purchase.

Pam
And they may not want to physically walk into a location and that’s okay. And let’s, let’s, let’s meet them where they want to be because I think it’s both.

Lindley
And with any any introduction of a into your into your bank, into any business, you know, there is a classic there’s a big trend, which is training isn’t really offered a lot of the time with many businesses. So getting people involved, getting people educated, understanding the process that they’re now part of and a very important part of is really important.

Lindley
But look, no time to waste is onto audience questions. It’s been a great discussion so far. Hopefully you found the insights from a panel really useful. I certainly have. Now it’s time to hear from you. That’s right. Thanks for sending your questions. Keep going while we’re live. But before we get into those, please do take a moment, if you can, to rate today’s webinar.

Lindley
So far, there’s more to go. There’s a feedback form and a link just below the video player. Your response is completely confidential but really useful to us so we can make our funnel work with you too. Okay, so let’s get into those. We haven’t seen these questions yet. We don’t know what you’ve asked, but I’m going to throw them around and I’m going to try to answer them.

Lindley
If we can’t and you beat us, well, we’ll try and do it offline. But let’s go with Andrew growth, first of all, from frankly, Madison. It’s a really good question and of course it is your quality audience. How do you combine AI with one of the most proven acquisition channels, direct mail? Now, I’m going to start with Pam.

Lindley
I’m going to widen this out afterwards because Pam, you mentioned this before. Let’s let’s talk about that, first of all, then I want to throw it around and work out if there are particular favorite classic Old-School linear ways to interact with your customers that might still have great relevance. Pam Start us off with direct mail.

Pam
Well, I think with direct mail, I think you use the AI as far as ordering down your list. You don’t want to be sending out offers to people that do not qualify, especially if they’re your existing clients. Right. So you don’t send out a he like offer through direct mail to somebody that doesn’t own a home. I think you have to use the AI to really hone in.

Pam
Who are you targeting with that material? Because, I mean, direct mail is still a pretty expensive way to go after clients, right. So I think it’s really using it. I think it’s still a great method and it’s still a great channel. But I think that you have to push, use the technology, be sure that you’re targeting the right audience at the right time and not just throw in a big wide net, spending a lot of money and hoping you get maybe, you know, a 10 to 20% response rate.

Lindley
Yeah. Because you won’t really know whether somebody is taking in that letter, in that piece of piece of pamphlet or whatever it might be and ripped it off or just straight up thrown in the bin. You don’t know what their response was really, so you don’t really get that data that would that I would really like to have in order to process the the interaction you had.

Lindley
Lena Bobby, I’ll go to you. First of all, any, any particular it could be direct mail. It could be another technology thing. Still has great relevance. Lena, earlier on I asked you about the place for a linear funnel, a linear relationship with with clients, anything else that comes to mind, anything that still has there’s, there’s life in the old dog yet.

Lino
Yeah. I think from an air perspective, you know, the prequel, I know Brady touched on it earlier, but the ability to actually provide a bit of a wow moment is what we call it at TD to the customer, you think about prequel and the customer today, they they build that relationship initially with you. But if you can identify customers qualify for a credit card or maybe they are new to country and they aren’t ready because they’re, you know, banks would like to rely on vehicles and experience scores in school.

Lino
So forth, and start them with a secured card. We’ve seen a lot of applicability in driving significant customer satisfaction, leveraging prequel because to burnish, but you don’t want to get a customer interest in a product to then have them decline. So don’t offer them that product, know what product you can offer and put that product in the moments that matter.

Lino
Either in their servicing journey or and this is where we can bring that out to the market. Go compete against your competitors by having those wall offers out there for customers actually find. And that will be a much better initial customer experience.

Lindley
Yeah. And he’s also me, Bobby.

Bobby
I just said Double Down. The prequel is very critical. I think mistake I’ve seen in the past is having generic marketing material, getting a customer so excited for that credit card, that 15 months, no interest. And then 2 minutes later being told, sorry, please, a 5% care card, you give me $400. Like, you know that that is the word welcome to a bank relationship and I can only start live when I was shadowing a bank at one point in time.

Bobby
So I think you really want to ensure that, you know, the problems and goals that your customer and then doing products, they can solve those goals and they can qualify for. And I think that’s where I can help to have a better understanding of what they can qualify for it, to help tailor the conversation correctly.

Lindley
Yeah, if you want to if you want to tap into the distrust of any organization, any business, well, that’s the way to do it. Get a man. And they say, no, thank you. That’s no good. Let’s let’s carry on. We got lots to answer. And this one, I think, is going to be for for you, Bernie. It’s from Rishabh Gupta from Cosmo.

Lindley
I let’s see how you get on with this. Let’s see how we get on. How about using employees in customer facing roles like inbound, you know, your customer documents updating. We talked a bit about this earlier on. There are things that you can do with API which are going to have immediate applications if you get them right. What do you think about that, sir?

Lindley
Bernie.

Zach
Listen, as someone who tends to be a tech evangelist and an early adopter, I say absolutely. You know, listen, you still, at the end of the day, want to have some human accessible for consumer on the phone? I have maintained a bank relationship with my original parents bank for 30 plus some years now, just for the full fact I know I can call them and get a human on the phone.

Zach
Simultaneously. With younger generations, you see an aversion to wanting to talk to actual people. And so there’s places there where I think an agent is absolutely the way to go. This, I think, is really just a demonstration of maybe, maybe one of our first points is that the challenge that we face as marketers here is to be able to offer the different sort of personalization to each consumer coming through the pipeline.

Zach
And by personalization, that doesn’t necessarily mean creative or messaging. It might mean who’s actually on the end of the phone with them. As always, you have to guard against making sure that you’ve got someone watching your agents, whether it’s another agent or someone internally or your team. But at the end of the day, it’s like, you know, why prevent yourself from being able to create more personalized experience for people, whether that’s, you know, the content, the messaging, the targeting or just who’s on the end of the message?

Lindley
Yeah, yeah, yeah. You know, any in any basic marketing mix product is in there. So, you know, it needs to be, you need to when you come up against the business you want to work with, that product had better be good and that includes the interaction you get that’s seen as part of the service. So absolutely. Let’s go to one of our Gandhi from Staffing Labs.

Lindley
Let’s see how we get on with this. This was a line of points earlier on. Let’s see how we get on. Well, throw it around very briefly. It might be a one word answer. Lenovo, are you looking to draft solutions where banks go beyond banking products and answer the customer’s actual needs? For example, when he or she’s looking for a mortgage that’s actually for buying a house and head supports him or her through that end result of buying and owning the house, not just selling the mortgage.

Lindley
So how far do you go in that relationship, you know, and is marketing even capable of being part of that entire journey?

Lino
Yeah, know, it’s a great question and I think marketing has to be part of that journey. And then as financial institutions, we take pride in managing those relationships, but you have to be able to provide that capability. So to your point is just can’t sell the mortgage. You have to be there for those life moments and helping support them as they potentially need a line of credit.

Lino
They actually just need support and we a little bit earlier about agents in the contact centers. So in an outbound environment, we’ve produced and built agents to support our customers with policies with with getting to a question and or to an answer much more effectively. And I think in that same environment is how can they go with that conversation and how do we provide those tools and build those capabilities along that customer’s journey?

Lino
Is is very important. I wouldn’t say we’re we’re perfect at it at TD, but I know that that’s an opportunity that we’ve seen an opportunity that we could go deeper with our customers. And I think Bobby’s got something that here.

Lindley
Yeah. Briefly, Bobby. Yeah.

Bobby
Yeah. You know, fifth, third, we are a relationship bank and we want to solve the customer’s problem. I don’t remember the all the details, but we worked with a customer. I think, who had 40 years before she owned her first house and it was like a 3 to 5 year process. How she was going to say how she can get this government assistance programs and eventually that 3 to 5 years, 30 years later, she finally is the homeowner.

Bobby
That is the type of relationship to empower and enable our customers to do the job to be done. So I think it needs to go beyond here’s your mortgage and rate. It needs to go. How can I help you become that homeowner?

Lindley
Yeah, absolutely. Listen, we’ve got 2 minutes, one and a half minutes. And to ask one more question to to Bernie. Sorry, Pam, let’s go for Bernie’s in this last one. With traditional search being disrupted by agencies that never drive a site, visit, what types of original data or genuine depth content are you seeing perform best right now for financial products?

Lindley
Which bits of data give you the best picture?

Zach
So that’s a long question. I got the first half. Can you give me the second half again?

Lindley
Yeah, second half is a which which types of original data or depth content or content are you seeing perform best right now for financial products?

Zach
Yeah, of course. So I would challenge the the premise of this question actually said that the starting sentence is that people are using alarms and getting advice that never results in a click. And I don’t know that that’s true. It’s just that the clicks aren’t yet attributable. And so I think that’s the rub here that everyone’s facing. A lot of my partners, I’ve asked them how much of your your your actual like site visits have, you know, switched from coming from Google or Bing or whatever to charge up?

Zach
And the answer is they just don’t actual have like they want clarity.

Lindley
Because we have so little time. What data is potentially most effective? Is that something that that see guides people to you?

Zach
I wince. So what we found success is in having the best content out there and making sure that snackable and something that the airlines can train for. You have to optimize for airline train ability in order to be represented in the answers that it’s providing to the consumers.

Lindley
Yeah. Brilliant. I’m sorry to put you under pressure, but that’s fantastic. I’m afraid that’s all we have time for. I hope you’ve enjoyed the last hour that you’re coming away with a clearer sense of how to rethink consumer acquisition in the age of AI. Thanks for all your questions. They were fantastic, as always. If we didn’t get to yours, please do fill in the feedback.

Lindley
There’s a link just below this video. Your thoughts matter to us. They’re really important, so we try these conversations. Forward is time for more insights. You can find out more webinars and reports on our money Live TV page. Plus, this is part of a series of webinars. The next one is on the 19th of May, where we’ll be talking about the future of consumer engagements.

Lindley
And we also have two great conferences coming up this year, our North America event in Chicago in September. Also Money Live Nordic banking in Copenhagen in October. Is your fancy visit there for now. A huge thanks to our wonderful panelists. You were fantastic and thanks to you for tuning in to next time to care for the best. I think we’re clear.