On May 15, 2025, Backbase will sponsor the Nordic Fintech Summit taking place in Helsinki.
In the race to remain relevant, banks are no longer just competing on products, pricing, or even digital servicing capabilities. They’re competing on relationships.
Over the past decade, we’ve seen banks go digital—but what we gained in speed and efficiency, we often lost in connection. Mobile apps became functional. Online banking became transactional. But very few banks became truly personal.
At Backbase, we believe the next phase of digital transformation is about just that: reconnecting with your customers in smarter, more meaningful ways. That’s why I’m excited to bring our keynote to the Nordic Fintech Summit in Helsinki on May 15, where I’ll talk about how AI can help banks maximize customer lifetime value—at scale.
Who’s Winning the Relationship Race?
Spoiler alert: it’s not who you think.
Fintech players like Revolut and Monzo have onboarded millions of new customers in record time, using AI to deliver razor-sharp personalization, dynamic engagement, and frictionless onboarding. They’re not just offering banking—they’re offering relevance.
The challenge? Traditional banks have the brand, the trust, the customers, and the scale. What’s missing is the orchestration layer to unify data, processes, and channels—and to turn those assets into growth.
AI-Driven Growth: Beyond the Buzzwords
AI is often hyped for cost savings, chatbots, or efficiency gains—and yes, those are real. But the true power lies in using AI to orchestrate growth across the customer lifecycle:
- Acquire: Find and attract the right customers with tailored journeys.
- Activate: Ensure new accounts turn into engaged relationships.
- Expand: Use data to personalize cross-sell and upsell moments.
- Retain: Deliver smart, timely interventions before churn happens.
The result? Research shows that banks leveraging AI at scale can boost revenue by up to 600 basis points, and increase operational efficiency by 30%.
Tailored Value Propositions for Real People
This isn’t just about machine learning models or algorithms. It’s about applying intelligence to deliver experiences that feel human—whether someone is a young professional, a small business owner, or an affluent client. When a customer feels known and understood, loyalty follows.
But that’s only possible if banks move beyond a “one-size-fits-all” approach and start delivering value propositions that are timely, contextual, and segment-specific.
Join the Conversation
We’re excited to continue this conversation across three moments during Nordic Fintech Week:
✅ Workshop at Siili Solutions HQ (May 14)
The evening before the summit, we’re gathering with selected leaders for a private, off-stage workshop on “Identifying the blockers to scalability preventing banks from increasing customer lifetime value”. Apply to join via this link.
✅ Panel Discussion at Nordic Fintech Summit (May 15)
I’ll be on stage to share how banks can orchestrate customer growth through AI—from acquisition to retention—with practical examples and real outcomes.
✅ Backbase Booth + Onsite Workshops
Visit our booth during the event to dive deeper. We’ll be hosting short, interactive workshops on the same theme as the workshop at Siili Solutions—Identifying the blockers to scalability preventing banks from increasing customer lifetime value.
✅ Post-Summit Webinar
Together with Nordic Fintech Forum, we’re hosting a live conversation on all findings of our workshops on 14 & 15 may. We will give insight on what the blockers to scalability are and how to increase customer lifetime value by eliminating them.
Let’s build the future of banking together.
If you’re attending or want to be part of the conversation, I’d love to connect—whether in Helsinki, online, or over coffee.
AUTHOR
Barry de Leeuw, Regional Director Solutions Engineering at Backbase
Barry has spent the past decade at the intersection of banking and technology, helping financial institutions move beyond legacy constraints to create real, customer-first strategies. As a Solutions Engineer at Backbase, he has worked with banks worldwide to rearchitect their approach to engagement—focusing on long-term relationships rather than one-size-fits-all experiences.
While many banks recognize AI’s potential for cost savings and automation, Barry believes the real opportunity lies in hyper-personalization—leveraging AI to anticipate needs, tailor experiences, and build lasting financial relationships. His expertise lies in helping banks rethink customer engagement across the entire lifecycle and accelerate AI adoption through a platform-driven approach, enabling faster time to value and deeper customer connections.
Backbase
Backbase enables banks to break free from the constraints of legacy IT systems and embrace a new-generation engagement banking platform.
Our whitelabel platform enables banks to gradually replace or decompose disparate legacy systems and construct a modern journey orchestration architecture around customer needs. These incremental changes allow banks to streamline business critical customer journeys across all touch points while eliminating silos and empowering both customers and employees at their unique pace and priority.
Want to hear more? Join us on May 15th in Helsinki to explore the next chapter in banking, insurance and finance!
