Customer Profiling & Portfolio Management for Financial Services

A global retail and investment bank expanded its product/services portfolios and geographical footprint, with the goal of targeting aging baby boomer and “mass affluent” customers. To be successful, the bank needed to integrate prospecting, portfolio management and financial planning processes into one lifecycle process/system, and eliminate existing  “Swivel-chair” processes for managing/tracking customer activity across multiple systems of record and multiple product applications.

InsightSPI’s team delivered an integrated customer information platform that provided meaningful customer analytics, portfolio, and profitability metrics. Financial specialists were able to optimize sales effectiveness across new and existing product lines, and build profitable long-term relationships with their financial advisory clients.


  • Morphing traditional business lines into horizontally aligned services
  • Very diverse product mix
  • Splintered financial relationships across product lines and customers
  • Multiple information sources to piece together customer activity and behavior


  • Customer Data Integration (CDI) across all systems that support product lines and bank relationship touch-points
  • Comprehensive understanding of customer loyalty drivers and motives
  • Cross-sell/Up-sell analysis capabilities
  • Increased customer “share of wallet”


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American Express and Bally Total Fitness GlaxoSmithKline and P & G Alcoa and Johnson & Johnson Boeing and Citi Coca Cola and McKinsey & Company Morgan Stanley and Sara Lee Pfizer and Microsoft Air Products and Urban Outfitters Comcast and Ross Inova Health System and Ports America
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