How Is Personalisation in Banking Evolving Through Data and Partnerships? | Meniga’s Egill Ingolfsson and Belfius’ Jonathan Neubourg

Personalisation in banking is evolving rapidly, shaped by data and strategic partnerships. In this exclusive interview, Meniga‘s Egill Ingolfsson shares a recent trial conducted by an unnamed British bank, offering real-world insight into how banks can better understand and serve their customers. Belfius’ Jonathan Neubourg then shares how his team approaches meaningful personalisation at scale, highlighting key strategies for impactful customer engagement.

He also warned about the downsides of bad personalization, like banks sending irrelevant offers and annoying notifications without giving real help to those who need it. For personalization to work, banks need to have a good grasp of user behavior and transaction data, looking at both past and current activities. At Belfius, they’ve been putting in the work, building their mobile banking experience with local talent and also teaming up with companies like Meniga to boost their app’s functionality. Meniga helps Belfius use data to make user experiences more personal, so customers get advice that fits their needs better as personalisation in banking continues evolving, banks are turning to partnerships to deepen customer engagement.

Belfius and Meniga’s partnership shows how working together can be beneficial for both banks and their clients, making the overall banking experience more tailored and meaningful. By mixing their own know-how with outside innovation, banks can provide better products for their users. As the demand for personalised financial experiences grows, banks are moving beyond legacy systems to adopt agile, data-centric approaches. This shift not only improves customer satisfaction but also opens up new opportunities for innovation and collaboration across the financial ecosystem. With evolving customer expectations, the ability to personalise at scale is fast becoming a competitive differentiator in banking.

Personalisation in banking isn’t just a trend — it’s a necessity in today’s digital-first world. Financial institutions that leverage customer data to deliver timely, relevant services are seeing increased engagement and loyalty. By forming strategic partnerships, banks can enrich their data ecosystems and enhance the accuracy and impact of personalisation initiatives.