The Case for Change
For decades, segmentation strategies for business customers have focused on revenue tiers or loan size. While simple, this method overlooks the nuanced needs of businesses at different stages of growth. A cash-flow constrained operator has vastly different priorities than an M&A-ready firm, yet both may fall into the same asset-based bucket. The result? Generic outreach and limited relevance.
At the same time, digital experiences remain largely static. Business banking portals often feel like product catalogs rather than consultative platforms. Clients expect more—intuitive journeys that anticipate their needs and reflect their industry and lifecycle stage.
Finally, the fragmentation across lending, treasury, and payments creates friction. Businesses seeking holistic financial solutions encounter disconnected teams and processes, undermining trust and efficiency. Institutions that fail to address these pain points risk losing ground to competitors offering integrated, seamless experiences.
A New Model for Engagement
The future of business banking lies in three interconnected shifts:
Segmentation
Segmentation must evolve from size-based to needs-based. By analyzing transaction patterns and product usage, banks can define actionable personas—such as growth-stage SMBs or firms preparing for acquisition—and tailor coverage models accordingly. This approach ensures that every interaction feels relevant and timely.
Personalization
Personalization must move beyond static portals. Mapping critical digital journeys—onboarding, credit, treasury adoption—and layering rule-based personalization creates a foundation for dynamic experiences. As data maturity grows, predictive personalization can anticipate client needs before they arise, transforming digital channels into strategic assets.
Integration
Integration is key. Lending, treasury, and payments should not operate as separate silos but as components of a unified financial operating platform. By identifying high-friction moments, bundling propositions by segment, and aligning incentives across teams, banks can deliver a seamless experience that simplifies complexity and strengthens relationships.
The Opportunity Ahead
These shifts are not incremental; they represent a fundamental rethinking of how banks and credit unions engage with business clients. Institutions that embrace this model will move beyond transactional roles to become trusted advisors, unlocking growth and loyalty in the process. The path forward is clear: segment intelligently, personalize at scale, and integrate seamlessly. Those who act now will define the next era of business banking.
ABOUT THE AUTHOR
Frank Ferriola
Frank Ferriola is a Senior Vice President in the Banking and Financial Services practice at SolomonEdwards. With more than 30 years’ experience in the banking industry, he brings a strong balance of expertise across all areas of the financial organization, having worked in back office and technology roles. Frank’s focus is on partnering with institutions to design a technology strategy and digital experience to create frictionless and efficient customer and staff experiences.
