FI Works, the Relationship Intelligence and Engagement Platform purpose-built for community banks and credit unions, announced Signals, a new feature that uses machine learning to identify households likely to add a product, adopt checking or digital services, or leave the institution. Because Signals runs inside the same platform as FI Works’ marketing automation and CRM, teams can move from a signal to a targeted campaign, an opportunity, or a frontline follow-up task without exporting a list or switching systems.

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“Finding the opportunity is only half the job. Signals puts discovery and action in the same place, which is where community financial institutions have always needed them.” —Keith Henkel, founder and CEO, FI Works

Community institutions are increasingly investing in tools that promise to spot opportunities in their data. However, many of those tools rely primarily on transaction data, which reveals only a narrow slice of a relationship. By the time a payment to another lender appears in the transaction feed, the customer or member has often moved the business already. Signals is the industry’s solution to this.

“Institutions that bought signal tools in the past tell us the results feel like a ‘so what,’” said Keith Henkel, founder and CEO of FI Works. “Most of those tools point to opportunities you’ve already lost. FI Works Signals casts a much wider net across everything an institution knows about its relationships, and it lets a team go straight from a signal into a campaign in seconds.

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