Banking boldly into the future: How financial institutions are redefining digital sales and service

The future of digital banking solutions isn’t just being written in boardrooms—it’s being shaped in hallway conversations at industry events, dreamed about by financial institution leaders, and explored in enlightening discussions by influencers in the banking space. At Alkami Co:lab 2025, innovative leaders from across the country shared how they’re using their digital banking platforms not just to support account holders—but to build proactive, high-conversion digital sales and service engines.

The spotlight shone brightly on the transformative journeys of credit unions that are redefining digital banking through innovation, collaboration, and a relentless focus on their account holders. These financial institutions are not just adapting to change; they are leading it with high-touch experiences that meet and exceed expectations of consumers and businesses alike.​

This evolution isn’t hypothetical. It’s happening now.

At the heart of the conversations was a shared belief: digital banking is no longer just a support channel—it is the front line for growth. It’s where conversions happen, where loyalty is earned, and where financial well-being is guided.

A digital sales and service platform empowers financial institutions to:

These aren’t aspirational ideas—they’re actionable outcomes. And many credit unions are already realizing them.

Consumers and businesses alike expect quick service and frictionless experiences, whether that’s for their day-to-day banking needs or when opening a new account. How can financial institutions simplify and unify the account opening experience to meet rising consumer and business expectations? By adopting a multichannel approach, institutions can overcome the inconsistencies and friction typical of traditional account opening processes. The goal is to create a synchronized and streamlined experience, whether members choose to open an account online, in-branch, through a call center, or with guidance from a relationship manager.

A modern account opening platform should accelerate conversions, fight fraud, and ensure compliance through every experience regardless of the account type; ensuring institutions can serve a broad member base effectively and with ease. Ultimately, embracing seamless account opening and onboarding isn't merely beneficial—it's becoming increasingly necessary for financial institutions aiming to enhance experiences, streamline onboarding, and meet demands for speed, convenience, and personalization.

Account holders have grown accustomed to personalized experiences in their digital interactions and to stay relevant and maintain loyalty, financial institutions need to tailor experiences to serve account holders across different life stages. A panel discussion at Alkami Co:lab 2025 highlighted the importance of shifting from traditional generational segmentation toward creating digital strategies anchored in key life milestones.

Jonathan Beard, VP, Digital Transformation at True Community Credit Union described how integrating data from their CRM system helps his institution deliver tailored support through significant life events, such as buying a first home or managing finances for elderly parents. Sara Blake, Digital Product Manager at Landmark Credit Union noted that account holders increasingly expect digital interactions to be immediate, seamless, and as reliable as visiting a physical branch, meaning they are accessible whenever and wherever needed.

They addressed the imminent intergenerational wealth transfer, emphasizing the importance of building meaningful digital relationships early, given that many heirs reconsider their banking relationships upon receiving an inheritance. Brandon Horne, GM, Partnerships at Greenlight pointed out the effectiveness of youth banking solutions, explaining how tools that encourage financial literacy through engaging experiences can establish lasting relationships and positive financial habits from an early age. Financial institutions can better serve diverse generations by understanding and proactively supporting their evolving financial journeys through personalized, relevant digital experiences.

In another session, industry leaders explored practical approaches to unifying digital and physical banking experiences. Heather Bianchini, AVP, Digital Banking Services at Unitus Community Credit Union (Unitus) and John Todd, Managing Director, Technology Solutions at SECU Maryland shared strategies their institutions have implemented to integrate traditional branch services seamlessly with digital interactions.

Heather highlighted Unitus' introduction of a virtual branch, featuring live chat, video support, and virtual assistant capabilities, as a key step toward providing convenient yet personal member interactions. Similarly, John discussed SECU Maryland’s Virtual Financial Center, which offers personalized consultations via live video, creating an engaging experience that closely mirrors visiting a physical branch.

Both emphasized the importance of reframing digital and branch channels as interconnected rather than separate. They discussed the evolving role of physical branches, noting how thoughtful use of technology and member-centric design can complement digital banking solutions, creating a cohesive and intuitive banking experience. Additionally, they stressed how leveraging artificial intelligence (AI) and data insights can enhance member engagement, improve security, and deliver more personalized financial support. The future of banking lies not in choosing between physical and digital channels, but in thoughtfully integrating both to provide consistent, personalized, and meaningful experiences.

Moving forward, the focus shifts to anticipatory banking—proactively addressing member needs before they arise. At Alkami Co:lab, Alkami product leaders Ty Griffin and Mark Leher discussed the evolving role of user experience (UX) in digital banking. They emphasized how UX, supported by effective use of data, can significantly enhance member interactions. According to Griffin, the most engaging user experiences revolve around genuinely understanding the user’s preferences, behaviors, and needs, allowing digital banking solutions to anticipate and meet those needs proactively.

Leher further illustrated this concept by comparing personalized banking experiences to familiar digital interactions, such as airline apps that provide real-time travel updates and anticipate user actions. The key takeaway is clear: financial institutions can leverage data to create experiences that go beyond transactional interactions, cultivating deeper user engagement and trust.

With the self-service tools and insights provided by a digital sales and service platform, financial institutions are well-equipped to lead this new era, delivering personalized, timely, and relevant banking experiences to each individual account holder.