Advancements in AI, shifting customer expectations, and growing pressure to differentiate are pushing banks and credit unions to rethink not just how they operate, but how they grow. The conversations at this year’s Financial Brand Forum reinforced a clear theme: the institutions making the greatest impact move with intention, prioritize customer experience, and evolve their strategies to match the speed of today’s market. Here are a few standout insights that reflect where the industry is headed — and how institutions are evolving to meet the moment.
Customer experience was a recurring thread across nearly every conversation. From digital channels to human interactions, leaders are doubling down on CX as their most important differentiator. The message was clear: better experiences drive better business outcomes.
One standout session, “Customer Experience is the New Brand,” framed CX as not just a component of a strategy but the strategy itself — a reflection of how institutions show up for their customers across every touchpoint.
At Nymbus, our approach to vertical brand development reflects this mindset. By building solutions around specific customer segments, we help institutions deliver experiences that feel intuitive, relevant, and relationship-driven.
For more perspective, check out our EVP of Development Services, Ashlie Jenkins’, Nymbus Voices episode, where she discusses how her team brings CX to life through data, extensibility, and customer development.
Artificial Intelligence is becoming a foundational element of banking operations, but success depends less on adopting the latest tools and more on applying them with purpose. As highlighted in recent findings shared by The Financial Brand, banks that have deployed AI in strategic, targeted ways are already seeing measurable returns: productivity gains of 15–30% in areas like developer tooling and internal employee support, and up to a 150% increase in customer satisfaction when AI is used in service channels like intelligent chatbots and guided digital experiences.
These numbers reinforce a growing truth in financial services — developing new growth strategies isn’t about relying on AI to replace human insight, but using it to enhance and scale the right areas. From speeding up back-office operations to delivering faster, more personalized customer support, the value of AI lies in how well it complements the institution’s goals and infrastructure.
One of the clearest themes from this year’s forum was that sustainable growth is no longer about expanding your physical footprint or pursuing costly M&A. Instead, high-performing institutions invest in focused, agile strategies that allow them to reach new audiences faster and with less risk.
In many conversations, we heard growing interest in launching sidecar digital brands as a smarter, swifter lever for growth. The strongest institutions are embracing market segmentation, building brands that serve specific audience verticals, and bringing those brands to market with a clear hook, aligned products, and strong go-to-market support.
This idea was front and center in Jeffery Kendall’s session alongside MSUFCU's President and CEO, April Clobes, and PeoplesBank's Chief Banking Officer, Aleda DeMaria, where they shared how vertical banking strategies are helping them create targeted digital brands that accelerate growth and deepen customer relationships.
Why it works:
This isn't hypothetical. We've seen it play out with success stories like Locality Bank, HUSTL, and ValorFi Heroes. These digital brands were created to meet the needs of distinct audiences and drive real business results.
Financial institutions have more opportunities than ever to grow with purpose. By launching targeted brands, strategically applying data, and integrating AI into day-to-day operations, teams are creating clearer paths to scale and long-term relevance. We’re excited to support that momentum by helping institutions shape what’s next with confidence, creativity, and speed.