502%
increase in loan applications
192%
increase in credit
card applications
51%
increase in
search bar usage
Industry
Finance – Banking
Themes
Personalization
Experimentation
Omnichannel Journeys
Channels
App Push
App Personalization
Web Push
Web
Mobile Web
Tools
CDP
Sirius AI
Onsite Personalization
A/B Testing
InStory
“Insider’s advanced segmentation let us quickly deliver hyper-personalized banking offers to high-value segments, driving triple-digit growth in loan and credit card applications while enabling more precise, agile, and flexible personalization at scale.”
Senior Vice President, Digital Banking
Why Insider
BBVA partnered with Insider to deliver compliant, personalized banking experiences that resonate with every customer segment — from digital-savvy millennials to those aged 55+. Insider brought together a unified customer data layer, AI-powered predictive segmentation, and omnichannel personalization capabilities, enabling the bank to optimize every customer interaction with measurable business impact.
Executive summary
BBVA, a leading global financial institution, wanted to elevate engagement and conversion across its digital channels. With customer expectations for banking increasingly shaped by e-commerce and social media, the bank set out to provide hyper-relevant, context-aware experiences at every touchpoint. By partnering with Insider, BBVA was able to combine real-time behavioral data, advanced segmentation, and immersive content experiences to achieve triple-digit growth in critical product applications, while deepening customer engagement and loyalty.
About BBVA
Established in 1946, BBVA is one of the leading financial services groups, serving 18.5 million customers — including 9.2 million digital customers. The bank is recognized globally for blending advanced technology with personalized human service, earning awards such as “Best Consumer Digital Bank” and “Best Mobile Banking App” from World Finance Magazine.
USE CASE #1
Personalized Homepage Drives 20% More Logins
The challenge
BBVA wanted to increase digital adoption among customers aged 55+, a group often challenged by complex banking interfaces. The bank needed behavioral insights to create simpler, more accessible journeys that would improve engagement and drive higher conversion.
The solution
Using Insider’s Web Personalization, BBVA built a dedicated homepage for the 55+ segment, informed by real-time behavioral data. The interface featured simplified navigation and highlighted the most-used transactions for this group. Through A/B testing, BBVA experimented with layouts, calls-to-action, and flow optimizations. This iterative approach eliminated friction, improved usability, and boosted engagement for older customers.
The results
51%
increase in
search bar usage
20%
increase in logins from the 55+ demographic
“Working with Insider has been a seamless experience. Their account managers not only act on our feedback but also provide strategic guidance to ensure we focus efforts on the highest-impact opportunities. Their deep understanding of the financial services industry’s nuances has been invaluable in shaping experiences that resonate with our customers.”
Sezin Gül Tanrıverdi, Senior Vice President, Digital Banking
USE CASE #3
Advanced Segmentation Accelerates Loan & Credit Card Conversions
The challenge
After boosting engagement with customers aged 55+, BBVA set out to improve conversions for its core credit products. The goal was to craft highly personalized journeys that matched each user’s product interests and browsing patterns, delivering timely, relevant offers that would drive applications.
The solution
Using Insider’s AI-powered segmentation and A/B testing, BBVA identified precise micro-segments based on behaviors such as viewed product pages, prior applications, and engagement history. Personalized messaging and exclusive offers for loans and credit cards were presented to each segment at optimal touchpoints. This approach ensured content relevance, boosted click-through rates, and removed friction from the application process, driving significant uplifts in both loan and card conversions.
The results
502%
increase in
loan applications
192%
increase in credit
card applications
20%
more overdraft account opening
USE CASE #3
InStory Delivers 6X More Credit Card Applications
The challenge
To meet mobile-first expectations and appeal to younger customers accustomed to interactive story formats on social media, BBVA needed a visually rich yet intuitive way to promote products on smaller screens, avoiding clutter while keeping the experience fast, engaging, and conversion-focused.
The solution
Insider recommended InStory, transforming BBVA’s mobile web homepage into a dynamic, story-style interface tailored to mobile habits. Six immersive, full-screen stories highlighted personal loans, credit cards, and tax services, mirroring the engaging swipe formats popular on social platforms. Each story led directly to product detail pages, enabling instant applications. This familiar, visually appealing format captured younger users’ attention, improved navigation, and encouraged deeper product exploration without overwhelming the interface.
“Insider has been a trusted partner in helping us design, test, and deliver deeply personalized experiences to millions of customers across web and mobile. With their AI-powered segmentation, on-site experimentation, and innovative tools like InStory, we’ve driven triple-digit conversion uplifts on our key products while creating seamless, tailored journeys. Their commitment to innovation and measurable results has transformed the way we connect with customers and achieve our growth goals.”
Sezin Gül Tanrıverdi, Senior Vice President, Digital Banking
The results
6X
higher credit card application rate
2X
longer time
spent on site
2X
more product
pages per session
Summary
By combining AI segmentation, experimentation, and immersive storytelling formats, BBVA significantly increased engagement, loan applications, and credit card sign-ups, while improving small-screen user experiences. Insider’s unified platform gave BBVA a single source of customer truth, enabling rapid testing, real-time personalization, and omnichannel delivery — all critical for digital success in banking today.
Looking ahead
BBVA plans to expand personalization to other segments, using Insider’s Predictive AI to anticipate customers’ financial needs. Further experiments with emerging formats like InStory will enhance user engagement across mobile-first touchpoints.
Favorite feature
Predictive Segments
BBVA’s favourite feature is Predictive Segments. Insider’s platform allows the bank to combine historical, real-time, and predictive data into a single unified profile, making it possible to target each customer with the right experience at the right time. This capability has been central to driving the bank’s record-breaking conversion and engagement results.
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