Personetics has partnered with Plaid to combine Open Finance connectivity with AI-driven personalisation for banks and credit unions.
According to the official press release, the partnership combines Plaid's Open Finance connectivity, which draws on transaction, liability, and investment data held across multiple financial institutions, with Personetics' artificial intelligence models for personalised customer engagement.
Combining on-us and Open Banking data
The integration merges data from a customer's primary bank account with information from accounts held elsewhere, using Plaid's connectivity to aggregate transactions, liabilities, investments, and related financial activity. Personetics then applies its existing AI models to this combined dataset to generate personalised insights, recommendations, and suggested next actions, which are delivered through the bank's own digital channels rather than a separate application.
According to the companies, the aim is to help financial institutions retain deposits, reinforce their position as a customer's primary bank, and identify cross-selling opportunities based on a fuller picture of that customer's finances. Moreover, for customers, the companies state that the combined data can support decisions related to saving, fee avoidance, and debt management within their existing digital banking experience.
Engagement Builder for custom journeys
Beyond a standard set of pre-built Open Finance insights, Personetics offers a tool called Engagement Builder, which allows banks and credit unions to design their own insights, triggers, and engagement journeys using Plaid data without developing AI models independently. The companies cite debt consolidation, fee reduction, and savings guidance as examples of the types of journeys institutions could build using the tool.
Udi Ziv, chief executive of Personetics, said Open Banking gives banks and credit unions a mechanism to expand their share of customers' financial lives by drawing on data from accounts held outside the primary institution. In addition, Adam Yoxtheimer, head of partnerships at Plaid, said the arrangement allows financial institutions to offer a more complete view of a customer's finances within their own digital platforms, rather than requiring customers to use separate tools.
Context and implications
The partnership reflects a broader trend among core and digital banking technology providers to integrate Open Banking data into personalisation and engagement tools, as account primacy has become a competitive focus for retail banks facing pressure from fintech and neobank alternatives. Through the process of pairing data aggregation with pre-built AI-driven engagement capabilities, the companies position the integration as a single implementation path for institutions that might otherwise need to combine multiple vendors to achieve a similar outcome.
The announcement does not specify a rollout timeline, pricing, or which financial institutions have adopted the integration to date.
