Union Savings Bank Uses AI to Deflect Churn and Boost Retention

The $3.3 billion community bank, headquartered in Connecticut, bypassed the need for complex data lakes or core system replacements. Instead, the bank’s deployment of the Intelligent Engagement Platform activates transaction and account data to provide actionable insights. According to a recent Celent Solution Brief, this approach allows the bank to move beyond simple operational efficiency, focusing instead on identifying at-risk relationships and automating personalized outreach.

Scaling Community Banking Intelligence

Frank Sottosanti, the bank’s SVP of Brand and Innovation, noted that the predictive models allow for timely interventions rather than reactive account closures. The system provides plain-language explanations for why a customer is flagged as high-risk, a feature that empowers marketing teams to address specific concerns. Michael Bernard, a principal analyst at Celent, described the implementation as a way for smaller institutions to leapfrog traditional technical hurdles, effectively closing the capability gap between regional lenders and national giants. The bank maintains a 79% accuracy rate for next-best-product recommendations, ensuring that customer engagement remains relevant throughout the relationship lifecycle.