The Evolution of Personal Financial Management

Podcast Interview with Trae Turner and Ben Weyers

When a bank becomes invested in the financial success of its customers, it opens up numerous opportunities to help the bottom line by helping the consumer. That’s the idea behind personal financial management offerings—also known as PFM. Not only does PFM provide a service that consumers want and need, but it also gives the bank the crucial data it needs to market the right products and services to the right people.

“There’s no mass marketing anymore,” says Trae Turner, marketing director at Geezeo, an ABA-endorsed PFM solutions provider. “Nowadays everything is a micro market.”

But how are you going to know what your micro markets are? And then, how are you going to connect with them? That’s where PFM data analytics come into play. To learn all about it, ABA SVP Shelly Loftin sat down with Turner at the ABA Bank Marketing Conference in Baltimore. Joining them was Ben Weyers, Geezeo’s director of channel sales and strategic accounts.

“In your marketing, you want to help people be their best selves,” Turner explains, “You want to help them be financially successful. So you want to start thinking about how as a strategy this is going to wrap in with the rest of the marketing that you’re doing.”

While PFM isn’t a new feature on the financial services landscape, it has evolved over recent years from an isolated banking product to an integral part of the digital banking ecosystem—and the customer experience. To find out how, listen in on Loftin, Turner and Weyers’s podcast interview.

If you can’t see the audio player above, click here to listen to Shelly Loftin’s interview with Trae Turner and Ben Weyers.

The interview was recorded at the 2018 ABA Bank Marketing Conference in Baltimore.