Connect with the author: sidney.hong@curinos.com
Curinos’ Consumer Deposit Analyzer shows that more than 20% of bank balances on average are in CDs. With rates trending downward, that’s putting significant pressure on consumer portfolios. What’s called for is effective marketing for managing CD renewals. Not only can it help banks retain valuable deposits, it can also support long-term customer relationships and growth of lifetime value.
That’s why the most forward-looking banks are giving their marketers new AI-powered abilities through decision intelligence. These capabilities enable marketers to act with precision, maximize customer value and position their institutions for growth. Here’s how:
- AI sees beyond retention to measure the quality of deposits.
With AI-driven decision intelligence, marketers can now go deeper than a simple renewed-or-not metric. That’s because decision intelligence goes beyond whether a CD was retained to reveal the quality of the change in deposits held. This richer view turns a passive signal into actionable insight, enabling marketers to focus campaigns on customers with the greatest potential for incremental growth. - AI helps discover when marketing truly matters.
Traditional models reveal only if a CD was renewed. With uplift modeling, marketers gain the ability to distinguish between organic customer behavior and marketing-driven impact. That means they can lean into the campaigns where marketing is the decisive factor in renewal or deposit growth. Just as important, they can avoid wasting time and money where customer behavior is already predictable. - AI protects goodwill by knowing when not to act.
Sometimes the most powerful marketing move is no move at all. AI optimization now allows marketers to identify customers likely to auto-renew and to deliberately hold back on communication that might disrupt the process. This avoids messaging fatigue, preserves goodwill and ensures that marketing adds value rather than friction or misdirection.
Decision Intelligence that’s Purpose-Built for Banking
For these three critical components, Amplero is the only provider that is purpose-built for the financial industry. It comes with prebuilt configurations across common banking use cases—such as checking primacy, credit line utilization and CD renewals. These configurations include eligibility logic, tested message templates, channel strategies, KPIs, reporting structures and data science capabilities designed to drive measurable outcomes.
Real-World Impact:
Amplero’s CD Retention Optimization Model engages customers with maturing CDs, optimizing for percentage balance change in CD accounts within 30 days after a decision. For one regional bank:
Impact: ~$20M in retained CD balances
Revenue: ~$3M annually (range $1.4M–$4.1M)
Target: 15 bp on a $13.5B book
For banks, the upcoming wave of CD maturities may be a challenge, but it’s also an opportunity for growth. Amplero’s financial industry–specific platform, advanced optimization techniques and built-in decision intelligence uniquely position it to help banks not just retain deposits but also to strengthen customer relationships and grow long-term value.
