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Articles by Preetha Pulusani
Beyond the Experiment: Anchoring AI to Revenue and Relationships in 2027
2027 Budget Decisions Financial Leaders Should Make Now: Turning Untapped Core Data into True Operating Leverage by Preetha Pulusani, CEO, DeepTarget, Inc. As financial institutions enter the final quarter of 2026, executive teams face a budgeting cycle fundamentally distinct from those of the past two years. The pressing strategic question is no longer whether to invest in artificial intelligence, or even which isolated pilot to fund next.
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Instead of layoffs, these two industry experts argue, AI is expected to reshape jobs, slow future hiring and allow employees to spend more time delivering the personalized service that has long distinguished the movement. By Marc Rapport Contributing Editor Key Points AI is automating routine work across contact centers, lending, fraud management and back-office operations, and these thought leaders say it’s enhancing productivity more than replacing employees.
Financial Institution
From Data Hoarders to Data Winners The Financial Institution Transformation Imperative shows how financial institutions can turn account and transaction data into insights that secure customers before competitors do While a banking consumer quietly accumulates $25,000 in savings and researches mortgage rates online, most financial institutions remain oblivious to the home-buying signals hiding in their own data—until that individual walks into a competitor’s branch with a pre-approval letter.
Unlocking Growth: Transforming Data Into Strategy for Credit Unions
Member information is trapped in functional silos. Lending data may not align with deposit records, online activity is isolated from branch visits and marketing campaigns are detached from transaction histories. This fragmentation creates major blind spots, making it difficult for credit unions to understand members' complete financial lives. Underutilizing data results in more than just missed marketing opportunities.
Peymo Debuts All-in-One World’s First AI Powered Digital Banking Platform
Peymo Ltd, a UK-based fintech innovator, today officially launches the world’s first AI-powered multi-hybrid bank — a digital finance platform that seamlessly integrates fiat banking, crypto wallets, tokenised assets and embedded finance in one unified system.
5 Mistakes That Will Kill Your CU’s Brand (And How You Can Solve Them)
Stand out in a crowded marketplace by building a strong, recognizable credit union brand. Credit/AdobeStock Building a strong, recognizable brand for your credit union isn’t just a matter of having the right logo or tagline. A brand is the heart and soul of your institution, shaping how members and potential members perceive your organization. When done right, your brand can foster loyalty and trust. But when mismanaged, it can make your credit union forgettable or even unappealing.
How Credit Unions Can Reduce Call Spoofing & Fraud Problems
Smaller institutions are especially at risk, with a report finding fraud in CUs increased by over 70% in 2022. Credit/Shutterstock Consumers are very concerned about the increasing number of data breaches, imposter scams and fraud that have become a part of our everyday lives. But when fraud threatens their finances, they're terrified. And they're not the only ones.
Embracing Innovation: How Credit Unions Can Leverage Technology for Growth and Compliance
By improving financial well-being and digital engagement, CUs can reclaim their traditional competitive advantage. Credit/Shutterstock A recent Cornerstone survey notes that 76% of credit unions plan to increase tech spending this year, aiming to offer exceptional service across multiple channels, provide a unified digital experience for account holders and strengthen integration strategies.
Revolutionizing Credit Union Marketing: The AI-Driven Approach to Deposit and Loan Growth — Credit Union Connection
By Preetha Pulusani, CEO, DeepTarget Credit unions face mounting challenges in attracting deposits and originating loans as the financial landscape rapidly evolves. The competition is fierce, and traditional marketing methods are no longer sufficient to capture the attention of increasingly digital-savvy consumers and their changing expectations. A paradigm shift is occurring in the world of marketing strategy as credit unions strive to maintain their market share and drive growth.
What Do Inventory Surges and a Growth in Prime Financing Mean for CUs?
Credit/AdobeStock With the continued resurgence of new vehicle inventory and availability of manufacturer incentives, the automotive finance market has undergone a considerable shift over the past few months. Following several quarters of shoppers opting for used vehicles, we're seeing more consumers shift back into the new vehicle space, resulting in a ripple effect across the industry, including for credit unions.
Success in Marketing - it’s only with Data, AI, Metrics and Growth
Marketing in the digital age has evolved significantly over the years, with the transition to digital being driven by many cultural, technological, and societal changes. It is no longer just a means of enhancing customer relationships effectively, but also the primary approach to building new bonds with desired audiences.
Data-driven Marketing: An Essential Component for Credit Union Members to Prosper and Grow
By Preetha Pulusani, CEO of DeepTarget Although “analog” marketing methods have traditionally been a way of reaching various audiences, the advent of digital has revolutionized the financial services industry, changing the way credit unions communicate with their members. Driven by a combination of cultural, technological, and societal changes, digital has become a leading medium of enhancing member relationships and building new bonds with desired audiences. So, what does that really mean?
Neglecting Digital Real Estate Comes at a Real Cost
When banks do not invest adequately in finding ways to foster meaningful digital communication with their accountholders, the costs can be extremely high. Consider the challenges faced by Jane, a fictional 35-year-old single mother and nurse at a local hospital whose primary financial relationship is with a local bank.
Embracing Strategies and Overcoming Challenges to Unlock Growth
Institutions are seeking a multitude of means to stimulate their growth. Growth is mission-critical for banks but can be difficult to achieve due to various factors. A successful growth goal and outcome needs a systematic approach toward execution. Banks can achieve growth by driving toward metrics that are broken into components across the institution.
Key Trends in Member-centricity for Credit Unions of All Sizes
Expert Opinion Member-centricity, putting the member first and at the center of everything that you do, sounds simpler than it really is. By Preetha Pulusani | February 10, 2023 at 09:00 AM Source: Adobe Stock Member-centricity issues will impact financial institutions of all sizes in 2023 and beyond, making it crucial that these institutions ensure it is an area they are focusing on. It’s important to define member-centricity.
It’s Past Time to Treat Customers as Individuals
As we welcome winter, the industry stands to remember a timeless lesson from nature. A snowflake’s form evolves as it journeys through the air; by molecular composition and physical structure, no two will ever be the same. While our naked eye may see snow as unremarkable white specks, it’s amazing that even two flakes floating side by side will each go through their own experiences to create a shape that is indeed unique. People are no different.
The Importance of Making AI-Driven Decisions Accessible to CUs of All Sizes
Artificial intelligence. Source: Shutterstock In today’s environment, it is important for credit unions of all sizes to have access to practical, usable and powerful artificial intelligence-driven decisions. One area where AI can be especially impactful for credit unions is in sales and marketing. Data driven marketing technology using AI/ML (machine learning) models that tap into vast data repositories is often reserved for the largest institutions running multi-billion-dollar IT budgets.
Financial institutions can learn from Gen Z's financial literacy
Generational targeting is an important marketing initiative for banks and credit unions who want to deliver great, personalized experiences to consumers. Recognizing certain patterns of behavior that are driven from generational differences enables financial institutes to create custom communications for Baby Boomers, Gen X, Millennials and Gen Z.
Why Are Bank Marketing Departments Not Profit Centers?
It’s 2022 and the technological changes in everything in life have never been more rapid or meaningful. And while the banking industry has made some progress, it continues to encounter challenges on the digital journey. Marketing efficiently to customers and prospects remains a big one. Transforming a bank marketing department from a necessary evil and cost center to a thriving profit center that actively generates revenue is not a far-fetched reality.
Reconstructing customer engagement for today’s digital reality
As technology has rapidly evolved throughout time, consumers’ preferences and expectations have also changed. The financial industry especially has seen a massive shift in automation driven by convenience in the past seven decades. From the emergence of credit cards as the first portable payment solution in the 1950s, to smartphones now enabling users to mobile bank, the influence of technology in finance is unavoidable and necessary.
Advancements in AI & ML Make Once Elusive Technology Accessible to Community FIs
Source: Shutterstock On July 20, former executive chairman of Amazon and the world’s wealthiest man, Jeffrey Bezos, reached the edge of outer space with a diverse and high-paying crew that ranged from the youngest to the oldest individuals to ever visit space. The cosmic mission, called Blue Origin, was a self-funded project that Bezos and expert technicians developed for over 20 years.
4 “Big Tech” Strategies Banks Need Today to Streamline Marketing Efforts
Major technical flaws were revealed because of the pandemic, and companies that couldn’t adapt became increasingly irrelevant to consumers. Many companies coped by adding an extra layer of “technology” make-up, rather than implementing real, lasting solutions, and the results will be detrimental.
Why are FI Marketing Budget Approvals Such a Pain?
The banking and finance industry has always been driven by numbers, and understandably so. Tracking money movement and profitability is crucial for running a successful and compliant financial institution. Sadly, that’s not always been the case for the marketing departments at FIs. Yet, marketing is so crucial for an FI! Well-planned and executed marketing is what helps FI’s engage and maintain a close connection with their customers or members in addition to attracting potential new clients.
Recruiting Executives From the Board
Credit unions searching for candidates to fill C-suite positions typically think in terms of two possibilities: internal candidates and external candidates. But there is a third possibility for finding qualified candidates: members of their own boards of directors. Two credit unions had similar experiences in tapping the talent of board members to fill the role of chief information officer.
How to reach Gen Zers now, before their career wealth accrues
Remember, they’re not simply ‘new millennials,’ but members of a generation with unique characteristics. Contrary to popular belief, members of Generation Z can’t simply be looked at as the “new millennials.” This generation of young people, born between 1997 and 2012, according to Pew Research, is unique and distinct from any generational group that precedes them.
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