The strategy: Anticipatory banking describes a bank predicting and meeting account holders’ needs before they are communicated, per a recent Alkami explainer. It uses integrated technology and data to bring personalization to the next level.

Why it’s important: In the age of streamlined services and social media algorithms, personalization has become table stakes, per Forbes. And Alkami found that almost half of digital banking users want their financial institution (FI) to anticipate their needs better.

Besides catering to consumer demand, anticipatory banking helps FIs pivot from a product-led strategy toward a customer-led one.