The best way to humanize banking is to include a human. Your ability to engage personally with individual consumers around their life events will ultimately determine your success.

Too many brands blanket customers or members with one-size-fits-all messaging that fails to anticipate their needs, understand their behavior or recognize them as an individual.

Organizations should focus on building strategies that attract consumers based on who they are and what they do. For example, consider sponsoring a local event aimed at educating students on financial health as they become young adults.

Most consumers have a mental wall that protects them from the constant barrage of marketing noise. To bring your flywheel full circle and break through, you must invest in experiences that amaze.

Banks and credit unions that go beyond expectations, drive personal connections and anticipate future needs are more likely to retain lifelong relationships.

Whether a helpful budgeting resource or cost-saving tip, proactive consumer engagement and education-centric content is proven to be valuable to building relationships, as 78 percent of bank customers appreciate financial guidance.