Act-On Software has announced a suite of new industry-specific solutions built for credit unions and regional banks, aiming to help financial institutions launch more effective lifecycle marketing programs with greater speed, simplicity, and impact.

“Credit unions and regional banks shouldn’t have to build their marketing automation strategy from a blank screen,” said Kate Johnson, CEO of Act-On. “Our goal is to bring more industry knowledge directly into the platform. This initial launch gives financial institutions a stronger starting point today and lays the foundation for increasingly sophisticated vertical capabilities over time.”

The new solutions bring together prebuilt financial services workflows, industry-specific terminology, a flexible data model, and ready-made content within Act-On’s marketing automation platform. Together, these features minimize the custom configuration teams need to complete before launching campaigns, so credit unions and regional banks can see results sooner. That positioning speaks to a practical reality: community-based financial institutions typically run marketing with leaner teams than their national counterparts, and prebuilt resources reduce the internal lift required before a first campaign goes out.

The launch represents the first phase of a broader Act-On initiative to develop increasingly comprehensive solutions for select industries. The company is combining nearly two decades of marketing automation experience, customer insights, industry-specific best practices, and AI to align its platform with the business outcomes of each industry it serves. Packaging industry knowledge directly into software, rather than leaving configuration to each customer, has become a common approach among vendors serving regulated sectors such as financial services.

Lifecycle Marketing Automation Solutions

Each solution is a set of prebuilt lifecycle programs designed around the customer journey of a specific industry or industry segment, with four ready-to-launch programs — one for each stage of the customer lifecycle:

• Acquisition — programs that nurture prospects based on the products or services they are researching and follow up when someone starts a form or application but does not finish it.
• Onboarding — programs that welcome new customers and guide them through their first weeks, with messages tied to what they just bought or the account they just opened.
• Cross-sell — programs that recommend the next product or service that fits each customer, based on what they already have.
• Retention — programs that re-engage customers whose activity has dropped off and encourage single-product customers to add more.

Teams receive everything needed to launch each program: audience segmentation, campaign templates, performance reports that show what is driving growth, prewritten content that can be adapted to their brand, and preconfigured automated workflows that respond to each customer’s actions.

Act-On works alongside core banking, CRM, lending, digital banking, and data platforms, using data from those systems to coordinate marketing and relationship-development activity throughout the customer lifecycle.

Act-On will announce future phases of its vertical solutions initiative that expand data models, governance, integrations, analytics, and AI-assisted features. Governance, one of the planned expansion areas, carries particular weight in banking, where marketing communications and customer data handling operate under regulatory requirements. As the company builds more industry practices into the platform, customers will spend less time preparing campaigns and more time improving acquisition, retention, engagement, and customer value.

Source: GlobalFinTechSeries