Banks can use customer behavior data to guide deposit pricing—helping them stay competitive without hurting margins.
In mid-2023, BancPlus Corp. faced intense deposit competition and tighter liquidity scrutiny after Silicon Valley Bank’s collapse.
BankPlus shifted its approach after reconnecting with an industry partner: instead of matching competitors’ rates, it focused on identifying customers most likely to deepen relationships and offering them targeted, lower rates.
With support from OptimaFI, the bank refined its marketing while keeping its core pricing strategy.
As Rob Armour noted, broadly promoting high rates can backfire—forcing banks to reprice existing deposits and reduce earnings, even if liquidity improves.
Download the full report to learn more about core deposit strategies.
