Why banks need to adopt a product mindset for their digital channels

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." Q2 has partnered with Pendo, a product experience platform, to help regional and community financial institutions make this transition. Trisha Price, Field Chief Product Officer at Pendo and host of the Hard Calls podcast, brings a cross-industry perspective on how companies leverage behavior data and analytics to build better products. Listen to this podcast to learn how banks and credit unions are using product management principles, user behavior data, and in-app guidance to transform their digital channels from cost centers into strategic growth drivers. And for a deeper dive into how Software Experience Management can boost banker productivity and drive measurable ROI.