The Graduation Effect: How to Unlock Long-Term Value from Today’s Customers
Presenters:
- Sarah Welch, Managing Director | Curinos
sarah.welch@curinos.com - Olivia Hamel, Director, Advisory | Curinos
olivia.hamel@curinos.com - Tazmin Baliff Curtis, VP, Product Management | Curinos
tazmin.bailiffcurtis@curinos.com
About This Webinar:
Every bank is under pressure to grow profitably, but most are still making decisions on pricing, marketing and customer experience in silos. That creates conflicting priorities, slows execution and leaves value on the table.
Take primacy. With customers spreading deposits and borrowing across multiple institutions, it’s harder than ever to achieve. Too often, banks don’t realize they’re losing ground until it’s too late.
Take Mass Affluent customers. They deliver immediate balance gains, but, perhaps surprisingly, Mass-Market customers often generate more durable value over time despite smaller starting balances. In fact, when tracked longitudinally, roughly 1 in 5 customers in both segments “graduate” into much higher-value tiers within five years.
When one client worked with Curinos to get a complete view of their consumer customers across the full lifecycle, they found that, indeed, nearly 20% of their customers had “graduated” into much higher-value tiers within five years. But because decisions were siloed, many of those opportunities to maximize value were missed as competitors poached market share.
The lesson is clear: not every customer merits heavy investment, but the right ones do — and identifying them with precision can unlock disproportionate long-term growth.
What might you be missing?
In this session, we explore:
- Why siloed decisions make profitable primacy so hard to achieve
- How a customer spine enables banks to connect value measurement, funnel progression and coordinated action
- Practical examples of how different levers — pricing, marketing and customer experience — influence long-term value when managed together
- Peer insights: We poll attendees to test industry hypotheses and share anonymized results back with the group
Learn how your bank can uncover the hidden graduation effects in its own portfolio, link today’s decisions to tomorrow’s primacy and build the foundation for profitable growth.
