US bank Vantage chooses Backbase to personalise services

Joe McGrath |

North American community bank Vantage has chosen Backbase’s digital platform to support private and business banking customers.

Following its merger with Inter National Bank in 2018, Vantage, which operates across Texas and Mexico, said its next phase is to unify and enhance the banking experiences of each of its business lines.

Vantage said it will use Backbase’s technology to better customise the “consumer journey” using historical data about each customer to suggest channels and solutions that fit their specific needs.

The community bank said it will be rolling out a series of new features starting with an updated portal for business customers followed by a retail experience and deposit account opening.

“Backbase provides a ‘one-stop-shop’ for us, firstly to implement a standardised online experience across all channels and then to design specific features for our various customer segments,” Vantage’s senior executive vice president Jeff Sinnott said.

“The needs and preferences of each of our customer segments must always be front of mind. To create these personalised user journeys, our process has to be deeply collaborative and, with Backbase, we now have significantly more control over our customers’ digital experiences.”

Founded in 1923, Vantage is still a family owned bank. It offers current and savings accounts, credit cards and lending products for personal, business and international customers, in addition to a separate suite of digital banking services.

Jouk Pleiter, chief executive officer of Backbase, said while many community banks across the US who serve a niche client base have a precise strategy in mind, most lack the internal development engine or capital weight of global banks for their new technology.

He added: “Our platform acts as the perfect innovation partner for all banks to achieve those digital objectives and better serve their clients.  We are confident that Vantage customers will be thrilled with the results of this decision.”