"Digital banking has become the largest branch of modern banking, yet most banks and credit unions still aren't approaching these experiences with a product mindset. They're managing digital channels the way they've always managed technology: as IT projects, rather than products that need constant refinement based on user behavior. The result is an ecosystem where institutions miss opportunities to serve different customer segments effectively and struggle to demonstrate ROI on their digital investments."
""Banks sell rails, and fintech sells outcomes," said Dados' Christine Berry, a quote that Anthony Ianniciello, VP of Product Management at Q2, says encapsulates the fundamental shift that needs to happen. "That really gets to the heart of how you shift that mindset away from, I have this thing, and I have it for you, as opposed to, here's what I really want to drive for your success.""
Digital banking is now the largest branch of modern banking, yet many banks and credit unions still treat digital channels as IT projects rather than products requiring continuous refinement based on user behavior. That operational approach causes institutions to miss opportunities to serve diverse customer segments and to struggle to demonstrate return on digital investments. Fintechs focus on outcomes while many banks focus on infrastructure and rails. Partnerships between financial vendors and product experience platforms apply product management principles, behavior analytics, and in-app guidance to convert digital channels from cost centers into measurable growth drivers and productivity tools.
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