The Personalization Gap Is Hurting Financial Services, Here’s How to Close It

In today’s financial landscape, personalization is no longer a luxury; it’s a customer expectation. Yet, according to Adobe’s latest State of Customer Experience in Financial Services in an AI-Driven World report, only 36% of the customer journey is currently personalized, despite 74% of financial services executives acknowledging that their customers expect tailored interactions.

This gap isn’t just a missed opportunity; it’s a trust breaker.

Why Personalization Matters More Than Ever

Financial decisions are deeply personal. Whether a customer is exploring mortgage options, planning for retirement, or managing small business finances, they expect advice and experiences that reflect their unique goals and life stage. Generic nudges and one-size-fits-all messaging simply don’t cut it anymore.

Early-stage interactions—like product discovery or financial education—are especially critical. These are high-value moments where relevance builds trust and guides decision-making. Yet many institutions fall short, lacking the orchestration needed ...