Explore the Forum 2025 Agenda
Monday, April 14th
All sponsors and exhibitors are encouraged to arrive Saturday, April 12th, so they can pick up their exhibitor badges early and begin unpacking and assembling their booths Sunday. All exhibit booths must be completely set-up no later than 4 pm.
Attendees should plan to arrive on Sunday, April 13th so they can stop by and pick up their conference pass at the Forum 2025 Registration Desk first thing Monday morning. Pick up your badge early, before lines get long!
Known as Mr. Wonderful on the hit TV show Shark Tank, he’s one of the most insightful and influential marketing, branding, and media experts in the world of finance. Hear his candid, unvarnished views on the banking industry in this signature no-holds-barred keynote “Lessons from a Shark.”
Aria West Conference Center | Level 3 | Ironwood Ballroom Stage
View Executive Leadership Series
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Sathish Muthukrishnan, Chief Information & Data and Digital Officer at Ally BankGenerative AI is creating cutting-edge opportunities for efficiency and innovation. Sathish Muthukrishnan will share valuable insights on the critical aspects of successful AI deployment, including aligning AI solutions with business objectives, implementing the right operating model for AI integration, and developing strategies for prioritizing AI investments.
Attendees will gain first-hand knowledge from industry case studies, offering a glimpse into successful Generative AI implementations already occurring at Ally and beyond. Sathish will also peer into the future, discussing what lies ahead for this groundbreaking technology and where organizations should begin their AI journey. Finally, we will discuss the challenges of navigating the complexities of AI adoption, ensuring you leave with actionable insights to drive your organization forward.
Aria West Conference Center | Level 3 | Juniper Ballrooms
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The Next-Gen CMO: Essential Skills & Leadership Strategies from Marketing Visionaries
Speaker: Eric Fulwiler, Co-Founder & CEO of Rival
Location: Juniper 1View Session Description
Everything about the competitive landscape is changing at hyper speed — from technological and cultural shifts, to demographic trends and consumer preferences. How do you keep up? How do you continue to hit your KPIs and increase marketing ROI amid all these massive changes?
In this session, you’ll learn the habits and hacks used by some of the biggest names in the marketing world, including CMOs from Mastercard, Proctor & Gamble, and the NBA. Drawing on research and interviews with over 100 CMOs, CEOs, and private equity VCs, you’ll learn what the next-gen CMO will look like, and the new mindset required to be successful in today’s ultra-competitive marketing world.
This session will teach banking executives:
- The key management and leadership skills that will determine whether tomorrow’s next-gen CMOs are successful and effective
- How to build consensus and communicate more effectively with your CEO, other members of your C-suite, and your board
- Insights and best practices from leading CMOs and marketing thought leaders in and outside of the financial services category
- How CMOs must position themselves to be effective in the future, and resources CMOs need to future-proof their role
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What Will Save Community Banking
Speaker: Jean-Pierre Lacroix, President of SLD
Location: Juniper 2+3View Session Description
For decades, community banks and credit unions have tried distinguishing themselves by saying, “We hire locally, we support local organizations, and we host local events.” They mistakenly believe that “community” means “being local.” The problem is, big banks say (and do!) the exact same things.
This session is a wake-up call for any institution positioning itself as a “community banking” provider. Based on a comprehensive study encompassing 1,500 consumers and 500 bankers, you’ll see why you must radically reimagine what “community banking” means, and how everything about your business model needs to change.
Attendees will receive a downloadable research paper detailing these insights, supported by real-world examples and strategic recommendations for successful community-focused banking.
This session will teach banking executives:
- Why clinging to traditional geographic definitions of “community banking” is a recipe for disaster
- How to successfully pivot from a product-centric mindset, and align your brand around digital consumers’ shifting definition of “community”
- New affinity-based segmentation strategies that enable institutions to grow beyond their historically geographic borders
- Modern marketing tactics and niche modeling techniques that build like-minded communities
- The technological competencies needed to effectively target unique consumer segments
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Branding for Growth: Navigating M&A Success Through Strategic Integration
Speaker: Gina Bleedorn, President & CEO of Adrenaline
Location: Juniper 4View Session Description
Amid the massive wave of consolidation in the banking sector, effective branding has emerged as a critical component ensuring the success of mergers and acquisitions.
This session explores the multi-faceted role brand strategy plays in facilitating growth throughout crucial stages in the M&A lifecycle — from pre-merger preparation, to post-merger integration and execution. Walk through real-world examples with banks and credit unions that have recently completed a merger, and see how they leveraged branding strategies to bolster growth before, during and after the M&A process.
This session will teach banking executives:
- How to incorporate branding early into M&A planning to support future mergers and potential acquisitions
- Actionable insights into branding considerations in your ongoing M&A strategy
- How to navigate the complexities of combining organizations with a unified vision and integrated brand strategy
- How to align strategies, cultures, and brand expressions in each phase of M&A
- How to ensure loyalty and minimize attrition with a robust M&A communications strategy
- How to build a cohesive brand identity that resonates with stakeholders and drives a competitive advantage
Aria West Conference Center | Level 3 | Ironwood Ballroom Stage
View Executive Leadership Series
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Lindsey Johnson, President & CEO of Consumer Bankers AssociationWhile banking’s role has mostly remained the same over time, how services are delivered and communities are served has evolved extensively. Lindsey Johnson, will discuss how the CBA’s work is crucial in promoting common-sense regulations that protect consumers while fostering innovation and competition in the banking industry, effectively balancing consumer needs with regulatory changes.
Johnson will share her perspective on critical topics such as overdraft services, credit card regulations, and the evolving M&A landscape. We’ll also explore CBA’s stance on the need for regulatory agencies to be guided by sound policy, not partisan politics, and the importance of enhancing financial literacy and safeguarding consumer data in an increasingly digital world.
Aria West Conference Center | Level 3 | Juniper Ballrooms
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Optimizing Your Marketing Budget for Maximum ROI
Speaker: Sharon Cook, Former bank CMO and VP/Client Strategy of Vericast
Location: Juniper 1View Session Description
In today’s hyper-competitive financial services market, there is a lot at stake and every dollar counts. And yet marketing budgets still haven’t bounced back to pre-Covid levels, limiting growth opportunities and straining relationships between CMOs and CFOs.
In this session, you’ll get a sneak peek into how CMOs at other financial institutions are planning and optimizing their marketing budgets, and learn actionable tips on how to make the most of your budget — from legitimizing spend and justifying initiatives, to calculating critical metrics and presenting KPIs to your executive team to prove marketing ROI.
This session will teach banking executives:
- Best practices when crafting an effective marketing budget in the retail banking industry
- How CMOs and CFOs can work together to structure marketing budgets that get approved
- Where marketing budgets must be increased and where they can be reduced
- Which media channels are most critical to realizing your institution’s growth goals and achieving tangible business outcomes
- How to balance marketing budgets across multiple objectives — brand awareness, customer acquisition, and cross-selling
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Overcoming Strategic Contradictions in The Banking C-Suite
Speaker: Sean Payant, Chief Strategy Officer/Senior EVP at Haberfeld
Location: Juniper 2+3View Session Description
From account opening policies to fee structures, many financial institutions rely on common — but critically flawed — misconceptions that stifle their growth.
This session looks at the strategic risks of “conventional wisdom,” and where financial institutions’ longstanding beliefs collide with their data. You’ll see how banking providers can overcome the inertia of familiar frameworks with data-powered strategies that more effectively inform decision-making at every level.
This session will teach banking executives:
- How senior leadership teams are often misled by faulty assumptions surrounding “traditional models” and how to eliminate these barriers to growth
- How data should be used to reconcile strategic contradictions to build a growth strategy with increased profitability
- How to navigate the complex balancing act between short-term goals and long-term sustainability
- How to effectively translate data into compelling offers and leverage data to target high-probability conversions
- Actionable strategies to improve your overall marketing efficiency
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The Blueprint for Growth: Winning With Gen Z & Gen Alpha
Speaker: Johnson Cook, Co-founder and President of Greenlight
Location: Juniper 4View Session Description
Banking providers struggle acquiring Gen Z and Gen Alpha consumers, who have a low tolerance for friction and face a plethora of non-traditional players available right at their fingertips. As these demographic cohorts transition into adulthood and take on more financial responsibilities, banks and credit unions must adapt.
This session will arm you with insights and actionable tips on how to effectively engage and capture the next generation of accountholders. You’ll see how to leverage the principles of gamification to deliver seamless digital experiences and create personalized financial education content that fosters long-term, profitable relationships.
This session will teach banking executives:
- What Gen Z and Gen Alpha look for in their banking experience, and how to meet the unique needs of these consumers.
- How to build trust and effectively engage younger consumers with interactive digital learning tools that are both fun and engaging.
- How to integrate gamification features such as interactive quizzes, real-time feedback, and rewards-based challenges.
- Where to focus efforts to create intuitive interfaces and customized educational content/resources for younger consumers.
One of the funniest comedians on the planet, David Spade is a celebrated actor from TV classics like Saturday Night Live and Just Shoot Me, famous for his hilarious skits and sarcastic satire. Don’t miss his private stand-up comedy performance exclusively for Forum 2025 attendees.
Enjoy hot hors d’oeuvres and a hosted open bar as you network with over 2,000 of your peers in the Forum 2025 Marketplace Exhibit Hall.
Enjoy VIP treatment with these special functions including penthouse parties, dinners at the Aria Resort’s finest restaurants, activities like Topgolf, the Highroller, and more!
Tuesday, April 15th
Need help? Have questions. Stop by the Forum 2025 Help Desk, which will remain open throughout the day until 7:00 pm.
Enjoy a hearty breakfast and pick up complimentary Starbucks espresso beverages. Full breakfast menu includes hot dishes with eggs and bacon, fruits, cereals, and fresh juices. Vegetarian and gluten free options available.
Start your mornings off with a full complimentary breakfast buffet as the banking industry’s most experienced solutions providers share the latest trends and insights in these educational sessions. These presentations are open to all bank and credit union attendees. The lineup of Power Breakfasts for Tuesday will be announced soon!
Eric Ryan
With a flair for branding and consumer-centric innovation, this disruptive genius founded ground-breaking brands Method and OLLY. At the Forum 2025, Eric Ryan will show you how to radically revolutionize everyday categories like banking with brands that inspire passionate advocates.
Swan Sit
As the former Head of Digital Marketing at companies like Nike, Revlon, and Estée Lauder, Swan Sit has created iconic campaigns resulting in double-digit growth. In her Forum X talk, Swan unravels the art of storytelling and how financial institutions can craft compelling, authentic and emotional brand narratives.
Ann Handley
Ann Handley, Chief Content Officer of MarketingProfs, is one of the world’s most respected digital marketing pioneers. At the Forum 2025, Ann will share unique, actionable insights on how financial brands can use AI to escape marketing mediocrity and ignite tangible results.
Attendees have said they want more opportunities to meet with exhibitors and sponsors. This block of time is dedicated to just that! You’ll have two and a half hours to power up with an espresso as you walk the Marketplace Exhibit Hall and engage with 150+ solutions providers. A hearty meal with a hot lunch, dessert and refreshments will be served from 11:30am to 1:00pm (vegetarian and gluten free options available).
Enjoy a plated three-course lunch as the banking industry’s most experienced solutions providers share the latest trends and insights in these educational sessions. These sessions are by invitation only. The lineup of Lunch & Learns for Tuesday will be announced soon!
Aria West Conference Center | Level 3 | Ironwood Ballroom Stage
View Executive Leadership Series
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Jennifer Smith, CIO at Zions BankIn this interview, we’ll delve deep into the complexities of core systems modernization, guided by the firsthand experience of Jennifer Smith, who has recently navigated this intricate process at Zions Bank. Smith will unpack the compelling reasons behind a core conversion and shed light on the critical decisions that must be made at each step along this journey.
Gain insider insights into how an organization embarks on this transformative path, understanding the essential resources needed and the pivotal role of choosing the right collaboration partner. Whether you’re considering a core systems overhaul or simply curious about the future of banking technology, this discussion promises to equip you with practical knowledge and strategic perspectives.
Aria West Conference Center | Level 1 | Pinyon Ballroom Stage
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The Three Pillars of MarketingPam Piligian oversees all marketing, communications, branding, advertising and PR for Navy FCU, the largest credit union in the world, with 13.8 million members and more than 360 branches. As the steward of one of the most admired brands in the financial services sector, she manages a vast array of agency partners and leads an in-house marketing team numbering over 200 people.
Hear how Pam leverages the three pillars of her strategy — relevance, authenticity, and differentiation — to grow the Navy FCU brand in an increasingly commoditized category. She’ll explain how she maximizes marketing ROI with data, technology, culture, and agility, and the discipline required to execute a differentiated marketing strategy at the highest levels.
Aria West Conference Center | Level 1 | Bristlecone Ballroom Stage
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Accelerating Profitable Deposit Growth Through Advanced Data Analytics
Speaker: Rob Armour, EVP – Chief Marketing and Product Development Officer at BankPlus
Location: Bristlecone Ballroom StageView Session Description
See how BankPlus leverages advanced data-driven insights to identify specific deposit growth gaps and maximize NIM. Drawing off a rich set with over 12 billion data points from hundreds of financial institutions, you’ll see how BankPlus revealed growth gaps, uncovered opportunities and identified propensity factors at the household level. You’ll see showcase creative examples from this multi-channel integrated marketing strategy, and results of the campaign — including net change in household deposit balances and cost per account.
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Powering 3x Revenue Growth with a AI/ML Promotions and Rewards Model
Speaker: Alexander Guerra, Chief Revenue Officer at Banco Azteca
Location: Bristlecone Ballroom Stage
Aria West Conference Center | Level 3 | Juniper Ballrooms
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Generative AI in Banking: Practical Applications for ChatGPT and Microsoft Copilot
Speaker: Ben Udell, SVP Product Marketing & Innovation at Marquis
Location: Juniper 1View Session Description
ChatGPT grabs all the headlines, but Microsoft Copilot is quickly finding a foothold in the financial sector. Both can dramatically supercharge your organization’s productivity, but which one is right for you? Presented by an actual banker and the Forum 2024’s top-rated speaker, this session will walk through the strategic decisions and regulatory implications you’ll face, along with real world applications you can apply immediately, regardless of the platform you choose.
This session will teach banking executives:
- How to build a generative AI strategy within the current regulatory framework
- Tips and tricks to establish AI policies, build your pilot team, and keep humans in the loop
- How you can use AI for internal initiatives — e.g., identifying and addressing compliance issues, and building training programs for bankers to support marketing campaigns
- How to use your current marketing and resources to focus results with greater accuracy, consistency, and predictability
- How to craft AI prompts that yield the outputs you expect while eliminating bias and “hallucinations”
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Optimizing Onboarding ROI for Checking & Debit Accountholders
Speaker: David Schultz, CEO & Founder of MediaLogic
Location: Juniper 2+3View Session Description
Inadequate and ineffective marketing in the early phase of the customer lifecycle can lead to suboptimal engagement and drastically lower LTV. To increase deposits, spend, and retention, early activation is crucial. Financial institutions have only 90 days to maximize the potential of new relationships. After that, the window of opportunity with new accountholders closes fast.
This session will take a hard look at onboarding strategies specifically in the checking + debit category, including the truths and consequences senior banking executives must know. We’ll outline marketing campaigns and communication plans based on years of experience developing, testing, and refining onboarding strategies for numerous financial institutions.
This session will teach banking executives:
- How to yield maximum ROI and LTV from new checking relationships in the first 90 days
- How to drive top-of-wallet status and improve long-term debit cardholder loyalty
- Integrated digital marketing techniques and multi-channel communication strategies that reinforce your value proposition, generate excitement, and drive early desired actions
- Best practices, segmentation models, and key metrics for optimizing the onboarding journey and improving new accountholder satisfaction
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Connecting the Dots: Fintech Innovations & the Future of Banking
Speaker: Dave DeFazio, Partner at StrategyCorps
Location: Juniper 4View Session Description
Take a journey beyond the ordinary, where the boundaries of traditional banking dissolve and the future of financial interactions becomes seamless, intuitive, and profoundly personal.
Join us for this engaging session, where we’ll explore the evolving landscape of fintech and its transformative impact on banking behaviors, CX, and financial advice. Get a firsthand look at cutting-edge technologies with live demonstrations of the latest fintech products and banking apps that are reimagining the way consumers engage with their finances.
This session will teach banking executives:
- How to leverage fintech innovations that enhance CX and drive loyalty
- The latest trends in mobile banking apps that are reshaping consumer behavior
- Techniques for optimizing digital platforms to provide seamless, 24/7 financial services
- Effective strategies to integrate AI-driven financial advisors into existing service models
- Best practices for financial institutions to collaborate with fintech startups
- How to personalize financial advice using data analytics and machine learning
Aria West Conference Center | Level 3 | Ironwood Ballroom Stage
View Executive Leadership Series
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Victor Alexander, Head of Consumer Banking at KeyBankDiscover how financial institutions of all sizes can stand toe-to-toe with banking behemoths and agile fintech disruptors with KeyBank’s Victor Alexander. Alexander will share the critical role of leadership in driving success and learn how fostering an innovative culture can propel your organization forward.
Alexander will also share insights on the power of strategic collaborations with solution providers and demonstrate how leveraging data, AI, and advanced segmentation techniques can give you a competitive edge. Whether you are part of a community bank or a regional powerhouse, this session promises to provide actionable insights you can deploy today.
Aria West Conference Center | Level 1 | Pinyon Ballroom Stage
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Navigating Challenges & Avoiding PitfallsDaniel Darst’s career spans six different senior marketing roles for a diverse range of financial institutions, including People’s United, JP Morgan, Bank of America, Saxo Bank, and Neuberger Berman. Currently the deputy CMO at Flagstar, a subsidiary of New York Community Bancorp (NYCB), he’s learned what works and what doesn’t when tackling a new leadership role — something most CMOs do (on average) every four years.
In this session, Daniel will drill down on three critical areas where CMOs often make mistakes — including treacherous “brand refresh” projects, agency management, and the often fraught relationship marketing departments have with sales teams — while sharing his insights on how to navigate these challenges successfully.
Aria West Conference Center | Level 1 | Bristlecone Ballroom Stage
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Turbocharging the Business Lending Pipeline
Speaker: John Huntinghouse, VP of Marketing at TAB Bank
Location: Bristlecone Ballroom StageView Session Description
TAB Bank’s business lending portfolio was hitting a wall as ROI remained flat. In this case study, you’ll see how TAB Bank built detailed personas utilizing advanced data science tools to create a multi-phase digital marketing campaign. By retargeting business prospects with ads at multiple stages in the sales funnel, TAB Bank achieved a 7.5x overall ROI with a 74% YoY increase in their sales pipeline while decreasing their cost per lead by 53%.
Aria West Conference Center | Level 3 | Juniper Ballrooms
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Scaling Gen AI Responsibly: Steps to Establish Responsible AI
Speaker: John Ratzan, Senior Managing Director Accenture at Accenture
Location: Juniper 1View Session Description
With the enthusiasm and significant investment in generative AI use cases and pilots over the past year, many financial institutions have realized that to effectively deploy generative AI at scale, they need to have responsible AI governance and controls in place.
Join us for a session that will cover some of the critical prerequisites for technology, data, talent and responsible AI to leverage the capabilities of generative AI.
This session will teach banking executives:
- Techniques to mitigate AI hallucinations and enable transparency and explainability in AI models
- Best practices from leading banks for model validation and monitoring
- How to ensure data privacy, mitigate AI model bias, and maintain operational resilience in case of issues
- Key governance and accountability controls to implement
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Retail Deposit Growth Playbook: Adaptive Strategies for Evolving Customer Expectations
Speaker: Gaurav Bhatia, CMO & Head of Retail Deposits of PenFed CU
Location: Juniper 2+3View Session Description
The battle for retail deposits is fierce. To thrive in this competitive environment, banks and credit unions must adopt a comprehensive, multi-faceted strategy that efficiently attracts deposits while effectively maximizing customer retention.
Learn how to adapt to customers’ evolving needs amid this intensifying competition for deposits. With valuable insights into consumer behavior, customer preferences, and depositors’ expectations, this session will show you how to leverage all the tools in the deposit growth playbook — from data analytics and pricing strategies, to marketing and digital innovations.
This session will teach banking executives:
- How to reach a wider audience, engage potential depositors, and significantly increase conversion rates
- How to maintain competitiveness and profitability with dynamic pricing strategies that balance rates, fees, balance requirements based on market conditions and customer behavior
- How to identify high-value segments, understand their financial needs, and structure products accordingly
- Strategies to personalize deposit-focused marketing messages that are tailored to individual customer preferences
- How to optimize effective marketing campaigns in digital channels for deposit growth, including social media, email, and SEO
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Harnessing Emerging Technologies as Catalysts for Growth
Speaker: Surjit Chana, Technology Executive & Harvard Fellow & Bank Board Director at Harvard & Beneficial State Bank
Location: Juniper 4View Session Description
Emerging technologies are revolutionizing the retail banking space, rapidly reshaping consumers’ expectations and how they interact with financial institutions.
This session will take a comprehensive look at the significant opportunities and the complex challenges of key emerging technologies. You’ll understand how these massive technological leaps are completely disrupting traditional banking models, forcing financial institutions to adapt at speed and scale.
You’ll see use cases and real-world applications showcasing how emerging technologies can be effectively deployed to systematically to maximize their impact.
This session will teach banking executives:
- How emerging technologies like like AI, generative AI, blockchain, and quantum computing are lowering costs, increasing revenues, and uncovering new opportunities
- A strategic roadmap focused on adapting business models to leverage emerging technologies
- How to ensure your core systems and data infrastructure are robust, scalable, and capable of supporting advanced technological deployments
- Ethical considerations and safeguards that must be in place when utilizing AI and other emerging technologies
- How new innovations and transformative technologies are reimagining customer engagement and enhancing customer interactions
Aria West Conference Center | Level 3 | Ironwood Ballroom Stage
View Executive Leadership Series
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Colin Walsh, Founder and CEO of Varo BankIn this compelling session, Colin Walsh, founder and CEO of the first consumer fintech to secure a national bank charter in the United States, will share valuable insights about Varo’s journey from an ambitious startup to an established digital bank. Walsh will discuss the opportunities and challenges facing financial institutions trying to navigate their own digital transformation.
Learn firsthand how Varo is leveraging cutting-edge technology, AI, product innovation, and unique marketing approaches to drive customer acquisition, relationship expansion, and sustainable competitive advantages.
Aria West Conference Center | Level 1 | Pinyon Ballroom Stage
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Forging Strategic PartnershipsVickie Sherman has more than 15 years of experience in financial services marketing. As CMO of Pacific Premier Bank and Pacific Premier Trust, she leads the marketing and communication strategies that drive business growth, client satisfaction, and brand loyalty. Her goal is both simple and audacious: to outperform Pacific Premier’s regional bank peers by competing directly with the biggest banks in the nation.
Vickie will detail the foundations to her competitive confidence — productive, collaborative relationships with the rest of the bank’s C-suite and her board, as well as close partnerships with leaders across all Pacific Premier’s lines of business — what she calls “the work around the work.”
Aria West Conference Center | Level 1 | Bristlecone Ballroom Stage
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Competing at the Speed of Digital: How One Regional Stepped Up Its Game
Speaker: Sumant Pustake, EVP, Chief Strategy & Marketing Officer at Berkshire Bank
Location: Bristlecone Ballroom StageView Session Description
See how a 200-year-old regional player competes with megabanks and nimble digital competitors by conceiving and launching a brand-new digital banking platform called Berkshire One in just four months. Hear how the Berkshire team successfully juggled multiple challenges — from orchestrating a portfolio of specialized vendors and partners, to reassuring internal teams and external stakeholders — all without smudging its existing, community-focused brand.
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Tellerless Branches: Improving CX Through Digital Transformation
Speaker: David Eldred, Chief Experience Officer of Solarity Credit Union
Location: Bristlecone Ballroom StageView Session Description
Explore how Solarity leveraged data analytics to power a new segmentation strategy as they radically redesigned their service delivery model. Learn how Solarity not only anticipated but strategically managed consumer behaviors and preferences as they pursued the transformative journey to a completely tellerless experience. This case study will provide invaluable insights critical for banking executives looking to future-proof their institution in the Digital Age as they balance technological advancements with personalized service.
Aria West Conference Center | Level 3 | Juniper Ballrooms
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Beyond Google: Digital Marketing Strategies for the New Realities of AI-Powered Search
Speaker: Wil Reynolds, Founder of Seer Interactive
Location: Juniper 1View Session Description
The online traffic financial institutions once got from Google is drying up. Why? Because Google has abandoned the old rules of online search, choking off your pageviews along with it. What worked in 2020 simply doesn’t work anymore. This raises the real question: Does Google even matter anymore?
In this session, you’ll see how your digital marketing strategy need to adapt as consumers increasingly turn to AI platforms like ChatGPT to find the answers they need, and find out why banking is most likely to be disrupted by this move to AI search.
This session will teach banking executives:
- How your marketing and acquisition strategy is impacted by massive shifts in digital channels
- How changes in consumers’ digital behaviors are disintermediating Google, and how consumers are really getting their banking advice now
- How to track your visibility in AI-powered platforms like ChatGPT, and why smaller banks might do especially better in this world than they did with Google
- How to catch competitors using low-quality AI tools to generate content, and how to make sure you don’t replicate their mistakes and break out of this ‘sea of sameness’
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Titans of Deposits: Best Practices for Unlocking Growth
Speaker: Nathanial Harley, CEO & Co-Founder of MANTL
Location: Juniper 2+3View Session Description
Deposits are a critical strategic priority for retail banking providers. But how will financial institutions grow deposits in 2025 as they navigate the shifting rate landscape and tricky macroenvironment?
In this session, you’ll learn best practices from banks and credit unions that are generating billions in new deposits across a wide range of asset sizes. You’ll see how these “Titans of Deposits” are finding success in an increasingly aggressive deposit-gathering market, including tips for increasing customer LTV, deepening wallet share, and improving customer retention.
This session will teach banking executives:
- How to overcome major deposit growth obstacles in 2025 without relying solely on APY-centric offers
- Digital marketing and acquisition strategies — from national to local — to attract diversified deposits at an attractive price per dollar
- Key benchmarks to evaluate the ROI efficiency of your deposit strategy, including tech and marketing spend
- The role automation should play in the business deposit account opening process to raise commercial deposits at scale
- How to optimize touchpoints for deposit growth by turning service channels like branches and call centers into sales channels
- Table stakes for account opening technology in 2025, and how to overcome legacy infrastructure challenges
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Fusing Marketing Strategy with Next-Gen Tech to Personalize Digital-Banking Experiences
Speaker: Carlos Carvajal, CMO of Q2
Location: Juniper 4View Session Description
Relationships that were once built and nurtured offline continue migrating deeper into the digital-first world. Facing this relentless pace of innovation, financial institutions must now fuse new technologies with proven marketing tactics in order to deliver deep, personal touchpoints that drive results.
In this session, you’ll learn how to align successful marketing strategies with the latest technological advancements, including a clear roadmap to forge deeper digital relationships and future-proof your brand.
This session will teach banking executives:
- How to integrate proven marketing strategies with modern technologies and new digital banking innovations
- How to effectively leverage AI and data analytics for personalized marketing, predictive analytics, and customer service automation
- How to map and optimize the customer journey, with real-world examples of marketing strategies that personalize digital banking experiences
- How to elevate, align and differentiate the brand experience you deliver across branch and digital channels
- Tactics that will attract and engage younger generations
World-renowned dog behaviorist Cesar Millan shares his “Dogma of The Dog Whisperer” and teaches you what he’s learned about mankind by studying man’s best friend. In this riveting, heartfelt keynote, he shares his unique approach to training and leadership based on principles of trust and loyalty.
Enjoy hot hors d’oeuvres and a hosted open bar as you network with over 2,000 of your peers in the Forum 2025 Marketplace Exhibit Hall.
Enjoy VIP treatment with these special functions including penthouse parties, dinners at the Aria Resort’s finest restaurants, activities like Topgolf, the Highroller, and more!
Wednesday, April 16th
Need help? Have questions. Stop by the Forum 2025 Help Desk, which will remain open throughout the day until 7:00 pm.
Enjoy a hearty breakfast and pick up complimentary Starbucks espresso beverages. Full breakfast menu includes hot dishes with eggs and bacon, fruits, cereals, and fresh juices. Vegetarian and gluten free options available.
Start your mornings off with a full complimentary breakfast buffet as the banking industry’s most experienced solutions providers share the latest trends and insights in these educational sessions. These presentations are open to all bank and credit union attendees. The lineup of Power Breakfasts for Wednesday will be announced soon!
Josh Linkner
In our AI-driven world, creativity has become the true currency of success. In this energizing and actionable talk, renowned innovation expert Josh Linkner will teach you a proven system to drive breakthrough creativity, and how to transform ideas into groundbreaking successes.
Liv Boeree
How did a university-trained astrophysicist become the #1 female poker player in the world? Hear how Liv Boeree mastered the game of high-stakes decision-making, and as she shows you the secrets of rational thinking — where science and strategy intersect — and how to triumph over uncertainty.
Ron Tite
According to Ron Tite, the creative force behind brands like Fidelity, Kraft, and Intel, the power of data isn’t the story that numbers tell, but in the stories you tell with the data. In this talk, Ron will challenge you to let go of metrics and spreadsheets so you can connect with your audience at a human level.
Attendees have said they want more opportunities to meet with exhibitors and sponsors. This block of time is dedicated to just that! You’ll have two and a half hours to power up with an espresso as you walk the Marketplace Exhibit Hall and engage with 150+ solutions providers. A hearty meal with a hot lunch, dessert and refreshments will be served from 11:30am to 1:00pm (vegetarian and gluten free options available).
Enjoy a plated three-course lunch as the banking industry’s most experienced solutions providers share the latest trends and insights in these educational sessions. These sessions are by invitation only. The lineup of Lunch & Learns for Wednesday will be announced soon!
Aria West Conference Center | Level 3 | Ironwood Ballroom Stage
View Executive Leadership Series
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Dominic Venturo, Chief Digital Officer and Senior Executive Vice President of U.S. BankHow can financial institutions overcome the challenge of staying ahead while ensuring unwavering reliability and security? Dominic Venturo, drawing from his extensive experience at one of America’s leading financial institutions, will share insights on striking the delicate balance between seamless operations, robust security, agile development, and relentless innovation for a future-ready digital platform.
Resilience must evolve beyond the traditional focus on recovery and stability to enable dynamic, back-office systems that can anticipate change, mitigate risks proactively, and offer customers personalized, real-time engagement opportunities.
Aria West Conference Center | Level 1 | Pinyon Ballroom Stage
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The Digital Banking Challenger MindsetAfter almost 20 years at Citibank, Sumeet joined Alliant in 2021, the largest digital-only credit union in the world, where he spearheads an integrated approach to digital marketing and product strategy (including deposits and lending), as well as analytics and CX. Alliant was founded nearly 90 years ago exclusively serving United Airlines employees, but has since expanded to serve over 800,000 members nationwide.
In this session. Sumeet will explain Alliant’s “challenger mindset,” embodied by the credit union’s pre-Covid pivot to a branchless, 100% all-digital model. He will share how he orchestrates Alliant’s digital marketing and CX strategies to achieve Alliant’s growth goals, and explore the operational and compliance issues related to their martech stack.
Aria West Conference Center | Level 1 | Bristlecone Ballroom Stage
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Geotargeting & Segmentation Strategies for Acquisition & Growth
Speaker: Danielle Herd Webb, Evp/chief Retail Officer at Texas Bank & Trust
Location: Bristlecone Ballroom StageView Session Description
Most financial marketers rely on demographic data when building a marketing segmentation strategy. Not Texas Bank & Trust. They use a sophisticated geotargeting model built around account data to identify lookalikes with high-probability conversion rates. See how this multi-channel marketing strategy — coupled with referrals, improved onboarding, and front-line execution — has yielded a significant 30% increase in core customer growth across both business and retail checking portfolios.
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Attracting & Retaining Next-Gen Retail Customers
Speaker: Emily Abbas, Evp/chief Consumer Banking & Marketing Officer at Bankers Trust
Location: Bristlecone Ballroom StageView Session Description
Facing an aging demographic, Bankers Trust launched a comprehensive research initiative to uncover switching triggers, pain points, tech trends and CX preferences for “next generation” consumers ages 20-40. In this case study, you’ll see how a wide range of low- and no-cost research solutions — from quantitative studies and qualitative focus groups, to mining customer data and internal employee surveys — can uncover critical insights that will impact your strategic plan as you build a road map for growth, acquisition, and retention.
Aria West Conference Center | Level 3 | Juniper Ballrooms
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The Hidden Growth Engine: Internal Marketing to Drive Brand Advocacy & Revenue Growth
Speaker: Kerry-Ann Stimpson, CMO of JMMB
Location: Juniper 1View Session Description
The best brand ambassadors aren’t customers, they are your own employees. But great employee advocates aren’t born, they’re made. That’s why financial brands need to ‘market’ to their employees internally the same way they market to consumers externally, if not more so.
In this session, you’ll learn how to implement a framework for a successful employee brand advocacy program that drives deposits and loans, and how to affect behavioral shifts in employees that enable them to become your brand’s raving fans.
This session will teach banking executives:
- Techniques to audit employee alignment with your brand, and how to identify areas for improvement
- How to implement creative internal advertising campaigns, branch roadshows, and promote internal brand ambassadors
- Effective onboarding, training, and developmental programs that sensitize employees to your brand’s mission and purpose
- Methods and metrics to measure the impact of internal marketing, and the KPIs to get buy-in from executive leadership teams
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Branch Renaissance: Driving Acquisition, Cross-Selling & Engagement
Speaker: Juliet D’Ambrosio, Chief Experience Officer of Adrenaline
Location: Juniper 2+3View Session Description
Consumers are using branches today more than any other channel to open accounts and acquire new products, and financial institutions investing in branches report above-average growth rates between 6–10%. In fact, three out of four consumers — including Gen Z — say branch access is critical when choosing their PFI, and Gen Z consumers are now using branches 3x more frequently than Baby Boomers.
Don’t miss this session examining the critical role branches play in today’s delivery strategy, and learn how to mitigate risks and harness opportunity from your retail network. This presentation will arm you with the right questions to ask, factors to consider, and how to get started on a future-proof branch strategy.
This session will teach banking executives:
- How to use data to create and optimize your strategic retail branch delivery roadmap
- How to use “zonal planning,” experience design, merchandising, staff, and a “kit of parts” to choreograph customer journeys and optimize the experience
- How to integrate and leverage smarter technology into your branch environments
- How to maximize the effectiveness of in-branch marketing and brand content by orchestrating the right delivery of the right message at the right place and time
- How to optimize your video content and manage your playlist according to cadence, frequency, and market segmentation
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Fueling Growth, Engagement and Retention Through Digital Financial Wellness Programs
Speakers: Scott Gardner, Founder & Partner (former head of Search & Content at Bank of America; helped launch Better Money Habits) Formerly at BofA and Joanne Ojeda, VP & Consumer Thought Leadership and Financial Education at Truist
Location: Juniper 4View Session Description
Join this session for insights, industry trends, and success stories showing how banking providers generate measurable ROI from their financial guidance initiatives. You’ll see specific examples of various content activations through targeted distribution channels (i.e., organic search, social, email), showing how to position your institution as a trusted financial guide for consumers.
This session will teach banking executives:
- How to build your online financial wellness program around empathetic, actionable, purpose-driven digital content and achieve tangible business outcomes
- How personalized financial guidance can deepen relationships, increase lifetime value, and reduce churn
- How providing digital financial tools and guidance can be used to prospect for user intent, attract new customers, and fill your sales pipeline
- How empathetic financial guidance can serve as a strategic lever to enhance loyalty and drive brand differentiation
- How to track and measure the impact of financial guidance initiatives to ensure alignment with your organization’s growth goals
- Actionable strategies to boost search engine visibility and improve search rankings with content focused on financial advice and wellness
Aria West Conference Center | Level 3 | Ironwood Ballroom Stage
View Executive Leadership Series
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Lamont Young, Executive Vice President & Head of National Expansion & Digital Channels of Citizens BankUnderstanding and connecting with younger consumer groups has never been more crucial. Lamont will share invaluable insights on the future of banking for Gen Z and Millennials in this illuminating discussion. He’ll delve into the power of a hybrid approach, seamlessly blending digital and human channels to reach and engage these tech-savvy demographic segments effectively.
Lamont will also challenge common misconceptions about young financial sector consumers, offering a fresh perspective on their needs and preferences. Throughout the conversation, he’ll unveil innovative strategies to boost engagement and build lasting relationships with the next generation of banking customers.
Aria West Conference Center | Level 1 | Pinyon Ballroom Stage
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The Power of Human ConnectionsLili Tomovich brought a diverse consumer marketing background to Barclays when she joined the bank as Chief Marketing & Experience Officer in 2021. Previously, she was CMO at Grove Collaborative, an e-commerce platform for natural home and personal care products, as well as Chief Experience & Marketing Officer for MGM Resorts International.
Lili is animated by a relentless focus on CX, and how brands can forge genuine, meaningful connections with customers.
In this session, she will describe how our culture’s collective obsession with digital media over the past 15 years has resulted in the “loss the humanity” in marketing and banking, and what marketers can do to reignite customer relationships through the powerful potential of analog interactions and the human touch.
Aria West Conference Center | Level 1 | Bristlecone Ballroom Stage
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Generative AI Roadmap to Amplify Marketing Efficiency
Speaker: Jennifer Sobotta, Marketing Director at Forward Bank
Location: Bristlecone Ballroom StageView Session Description
See how Forward Bank utilizes AI to achieve operational efficiencies, enhance productivity, and uncover new opportunities. You’ll see how the bank leverages AI for sentiment and motivational analysis to define target personas that optimize conversions as you explore a range of AI tools — ChatGPT, Co-Pilot, ElevenLabs, Perplexity, NotebookLM — along with a “prompt library” accelerates adoption. But Forward Bank’s adoption of AI goes well beyond marketing, touching every department — from simplifying complex, data-intensive, repetitive tasks, to AI-generated staff onboarding and training videos.
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Harnessing AI to Personalize Cx in Digital Channels
Speaker: Dan Westhues, CMO & Evp of Central Bank
Location: Bristlecone Ballroom StageView Session Description
Learn how to effectively leverage AI to deliver hyper-personalized, proactive financial insights, advice, and guidance tailored to each customer’s financial situation and goals. Discover practical strategies for evolving mobile banking beyond transactions into a “personalized advisory” platform that replicates a high-touch branch experience. Based on over 16 million AI-powered insights generated with a stellar 4.55 user rating, you’ll see real-world examples of how to transform traditional product cross-selling into contextual, value-driven customer engagement.
Aria West Conference Center | Level 3 | Juniper Ballrooms
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The Secret Financial Lives of Americans in 2025
Speakers: Ben Zeidler and Gunny Scarfo, Co-Founders of Nonfiction
Location: Juniper 1View Session Description
Based on a groundbreaking study exploring the hidden realities of Americans’ finances, this session examines the deep disconnect between the public personas that people project and the financial realities they privately face, revealing significant gaps in the banking industry. You’ll take an uncensored look into the double lives people lead when it comes to their finances, and uncover the emotional and practical challenges they face regarding money. With fresh insights for 2025, banking leaders will see new potential revenue streams and learn new marketing strategies to help people with these unspoken needs.
This session will teach banking executives:
- Eight major financial needs of Americans that are often ignored and largely unaddressed
- The harmful habits and adverse behaviors people struggle with that fuel their financial stress and insecurity
- What Americans want from their banking providers — and what they are willing to pay for, but which aren’t being offered
- How financial institutions can innovate in both small and large ways to meet the needs today’s consumers
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Digital + Human: Delivery Strategies for the Next-Gen Branch Experience
Speaker: EJ Kritz, Executive Experience Officer at DBSI
Location: Juniper 2+3View Session Description
Next-gen branch models prioritize the human experience while seamlessly integrating cutting-edge innovations to achieve a strategic balance between engagement and advanced digital technologies. This session will give you actionable insights, forward-thinking strategies, real-world examples and case studies highlighting the right blend of touch and tech you need to keep pace with consumers’ evolving expectations.
This session will teach banking executives:
- How to design branch environments and engineer staffing models that foster meaningful connections and streamline customer journeys in today’s increasingly digital world
- How fintech partnerships and differentiated branch concepts are turning traditional HR models upside down
- Tools that facilitate human interactions within the context of innovative retail branch concepts
- Reasons why your “top performing employees” might be your biggest enemy, and methods to rethink in-branch staffing personas
- How HR can support your retail growth strategy when recruiting and hiring branch staff with lessons found in the grocery store cereal aisle
- How innovative quick-service restaurants and influential retailers are inspiring new branch delivery concepts in banking
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Forum 2025 Growth Strategies: Turning Ideas Into Action
Speaker: James Robert Lay, Founder/CEO of DGI
Location: Juniper 4View Session Description
Everyone who attends The Financial Brand Forum typically heads home with pages full of notes brimming with big ideas, innovative strategies, and new opportunities. But how do you synthesize all these transformational concepts into your institution’s strategic growth plan? When you get back to the office, how will you help your team embrace and adopt everything you’ve learned?
This session will show you how to navigate the complexities of change within your organization to unlock new exponential levels of growth. You’ll learn how to turn quickly turn Forum 2025 insights into action, with practical tools and strategies you can implement immediately.
This session will teach banking executives:
- Practical tools and a growth framework that empowers teams to adapt quickly to emerging trends and new technologies
- How to inspire your team to adopt a fresh perspective, resist inertia, and break free from their status quo routines
- How to get your entire organization to embrace change, and maximize the return on your investment of time and money at the Forum 2025
- The critical role Emotional Intelligence (EQ) and Adaptability Quotient (AQ) play when leading teams through complex change
- How to leverage connections with other Forum attendees and ensure success after the event
Aria West Conference Center | Level 3 | Ironwood Ballroom Stage
View Executive Leadership Series
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Todd Purcell, Head of Digital Strategy & Planning & and Partnerships at TD BankTodd Purcell will share insights on accelerating digital transformation in the financial sector, creating synergy between data, advanced technology, marketing, and personalization, building ‘unexpectedly human’ experiences that drive customer engagement.
Todd will discuss how TD has gone beyond traditional norms to create innovative solutions, providing real-life examples of customer-centric digital initiatives that leverage AI to help customers on their financial journey. Learn from the challenges and surprises TD Bank has experienced as it has combined digital and human engagement.
Aria West Conference Center | Level 1 | Pinyon Ballroom Stage
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Aligning Marketing with Business OutcomesSue Hermann has served as CMO for BOK Financial since 2022, where she oversees marketing strategy with a focus on enhancing brand visibility, customer engagement, and driving growth across all the bank’s various lines of business. With over two decades of experience in marketing and financial services, Sue has become a key player in the banking industry.
At the Forum 2025, you’ll hear how her passion for culture, creativity, and marketing ROI strengthens BOK’s market position and fosters deeper relationships, as she shares her innovative approach to aligning marketing strategy with business goals to achieve tangible results and deliver exceptional customer experiences.
Aria West Conference Center | Level 3 | Juniper Ballrooms
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The Power of Your People: Driving Business Outcomes Through Employee Advocacy in Social Channels
Speaker: Mark McDonnell, Enterprise Acquisition Leader at Hootsuite
Location: Juniper 1View Session Description
Want to empower your team to post on social media, but don’t know where to start? In an industry where trust and reputation are everything, supporting employees to become brand advocates is essential—as long as it’s by the rules. Ultimately, every financial institution should be investing in employee advocacy to share on social platforms (compliantly), build a community, attract new prospects, and retain current relationships.
Discover the tactical playbook used by financial institutions to harness the power of social media as an employee advocacy platform. Learn how to extend brand reach, attract new customers, and strengthen existing relationships—while saving money on advertising along the way.
This session will teach banking executives:
- The evolution of employee advocacy programs as a key driver of business results in the financial services industry, and how social selling can drive more leads
- The emerging social networks that financial services companies should be tapping into in 2025 (or risk leaving revenue on the table)
- How BOK Financial built a successful employee advocacy program on social channels… and what’s next
- How banks and credit unions can use LinkedIn to attract and recruit top-tier talent
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Growth Opportunities & Challenges in the Cannabis Banking Market
Speaker: Delene Gilbert, VP/Cannabis Banking at Prism Bank
Location: Juniper 2+3View Session Description
In the fast-growing cannabis industry, there are massive opportunities for banking providers willing to step up as trusted financial partners. But this market is not without its challenges.
This session takes a deep dive into how retail financial institutions can navigate the intricacies of compliance while crafting a powerful go-to-market strategy. We’ll explore how to carve out your niche and engineer a differentiated brand with a value proposition that speaks directly to the cannabis industry’s unique needs.
This session will teach banking executives:
- How to make compliance and transparency core elements of your marketing strategy, and position your expertise as a competitive advantage
- How to take a proactive approach to regulatory changes and stay ahead in this evolving landscape
- How to target various subsegments of the cannabis industry — from growers to dispensaries — and craft messages that resonate with each
- How to leverage data analytics to track trends, target the right segments, and refine your marketing strategies
- How to leverage partnerships with key players in the cannabis space to co-market your services and offer comprehensive, value-packed solutions
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Instant Payments: Riding the Wave Into the Future
Speaker: Rusiru Gunasena, Senior Vice President & The Clearing House of The Clearing House
Location: Juniper 4View Session Description
Instant payments are set to explode, catapulting from $22 trillion to $58 trillion by 2028. Join a panel of leading experts from the payments space as they explain what retail financial institutions need to know to capitalize on upcoming trends in the instant payment landscape.
The session will outline key use cases for customers — from merchant funding and digital wallets, to payroll and real estate transactions — highlighting key trends, opportunities, and specific segments to target that will accelerate adoption of instant payments.
This session will teach banking executives:
- How retail financial institutions can connect to the RTP network and make instant payments work
- How instant payments allow for a faster, more seamless experience, and reduce uncertainty over potential fraud
- When we can anticipate U.S. cross-border instant payments, and how this innovation will revolutionize international payments
- The future of Request for Payment (RfP) capabilities
- How instant payments are being used by SMBs to increase cash flow and decrease payment delays
Enjoy hors d’oeuvres and a hosted open bar as you network with over your peers outside on the beautiful Ironwood Terrace (Level 3 in the Aria West Conference Center).
