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Avoid Cannibalizing Your Back Book – And Keep Customers Happy

Navigate today. Anticipate tomorrow.

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CBA Webinar Series

Hank Israel, Director, Novantas
Nick Young, Director, Novantas

When a bank launches a broad-based rate campaign, 85% of the respondents wind up being existing customers – a behavior that cannibalizes low-cost deposits. But when the institution appeals to customers directly, only a fraction of them take the bank up on its offer. There has to be a better way!

Developing strategies to target customers with a propensity to consolidate deposits and/or respond to a direct offer can significantly reduce the marginal cost of funds going forward, however, it requires coordinated engagement of customers through direct channels.

Join Novantas experts as they discuss what you don’t know about customer treatment optimization, the immediate impact it can have on your deposit base, and if you get it right, the strategic benefits for the larger organization in years to come.


  • Case Study of the Canadian market
  • The measures and KPIs for success in this new world, such as cost of acquired value
  • The supporting technology ecosystem required to execute a customer-based strategy

For more information, contact Novantas Marketing

+1 (212) 953-4444