In the search for increased relevance, traditional retail banks can offer new digital solutions to their customers, and challenger banks can look to attract new customers through superior digital user experiences. With mobile phones in almost every pocket and the rise of open banking, virtually any app can be the main interface of a customer's finances – even with their deposits spread in different banks. Many financial institutions are thus looking at their digital engagement to unlock new revenue streams from both existing and new customers.

This open field of financial data brings a gap where most of the traditional retail banks don't include their products as consumer loans, mortgages, and insurances in their digital user journey, while many challenger banks try to leverage their offering with products like Buy Now Pay Later, payday loans or similar. Still, the latter doesn't have the robustness of being the primary account neither the former group's financial products.

How can traditional banks deliver digital personalized offers and enhance their users' experience at the same time?