April 15, 2026

How to Turn Transaction Intelligence into Measurable Deposit Growth with Atomic

Author: Ido Bornstein Hacohen, VP of Corporate Development at Personetics 

In my conversations with banking leaders, one topic now dominates every board-level agenda: Primacy. Being a customer’s primary financial institution (PFI) is no longer just about holding an account; it’s about becoming the central hub of their financial life.

To solve this, I recently hosted a webinar with Kyle Cyr, Head of Strategy and Customer Experience at Atomic and Isaac Mardan, Director of Product at Personetics, to unveil our new native integration. With this new capability, banks can identify the right customers and financial moments using transaction intelligence, and seamlessly design, trigger, execute and measure switching journeys within a single platform – bridging one of the biggest gaps in modern banking.

The Primacy Challenge: The Cost of Fragmentation

Consumers are increasingly multi-banked, meaning they are not loyal to a single institution. In fact, a recent survey revealed that 73% of retail consumers engage with multiple banks beyond their main bank. This fragmentation creates a high-stakes battle for the primary spot. The data indicates that the institution receiving a customer’s direct deposit typically wins that battle. 87% of consumers consider the institution that handles their direct deposit as their primary bank. Additionally, these primary relationships are incredibly valuable, offering up to 10 times higher lifetime value compared to non-primary accounts.

Payments are an additional component in the battle for primacy. The data shows that while 75% of banking customers use automatic bill pay, only 15% choose to do so through their bank’s internal platform. Most recurring payments are processed through external merchants, leaving banks with limited visibility and a missed opportunity to capture the customer’s full financial outflow.

Furthermore, direct deposit switching and bill pay switching are closely interconnected, with each reinforcing the other. Consumers are already familiar with managing and switching bill payments, and as more recurring payments are paid through a given account, the likelihood of shifting direct deposit to that same institution increases.

Why Traditional Switching Campaigns Fail

Despite the clear value of direct deposit and bill pay switching, most banks struggle to drive meaningful conversion. This gap can be attributed to four primary pain points:

• Lack of financial context: Generic campaigns lack the context to engage customers in the right financial context.
• High Friction: Switching feels risky and time-consuming to customers, and a poor user experience lowers completion rates.
• Disconnected tools and outcomes: Fragmented solutions make it difficult to measure impact and close the loop.
• Limited bank agility and control: Rigid, externally managed systems limit control over triggers, timing and customer engagement.

Friction kills completion. If a user is redirected out of the app or forced to find old HR credentials, the likelihood of completing the journey drops significantly, resulting in low conversion, poor customer experience and missed growth.

The Solution: Personetics Atomic Native Integration

To solve these challenges, we partnered with Atomic to create a joint integrated offering that turns transaction intelligence into measurable deposit growth. The solution is built on four key pillars:

1. Context Before Action: Deliver switching opportunities at the right financial moment, using transaction intelligence (e.g., external activity, income/bill patterns, relationship depth) to drive conversions.
2. Native Platform Capability: Giving banks full control to design custom insights and link them to switching journeys directly within Personetics Cognitive Banking platform.
3. Embedded Experience: Fully embedded switching journey within the digital banking experience, enabling a seamless flow from insight to action to outcome tracking.
4. Closed-Loop Outcomes: Tracking every interaction to measure and optimize deposit growth.

During the webinar, Isaac Mardan showcased a live demo that illustrates exactly how financial institutions can move from observing customer behavior to executing high-impact financial actions. Isaac demonstrated that by analyzing a customer’s transaction history, Personetics can detect recurring manual bill payments and multiple large transfers from an external account. These behaviors signal a clear opportunity to automate the customer’s bills and switch direct deposit to the bank.

Based on their financial activity, the customer receives a contextual, personalized teaser that guides them through a seamless Atomic-powered glow, without ever leaving the bank’s digital experience. To close the loop, the customer receives immediate confirmation, while the bank receives analytics that demonstrate a successful conversion.

Addressing the Funnel

One of the most insightful parts of our discussion was Atomic’s research into where users typically drop off in the switching funnel and how to prevent it. There are three areas of friction:

1. Top of Funnel (Intent): Users often browse with no real intent to switch. Personalized insights from Personetics solve this by targeting only high-intent users at the right moment.
2. Authentication: Direct deposit switching requires payroll system credentials, which users only access once or twice a year. Atomic solves this by leveraging password managers and biometrics to ease the login process.
3. System Rejection: In rare cases where a change isn’t accepted, closing the loop allows the bank to explain why and provide alternative next steps.

Beyond the User Experience: Measuring Every Action

While the seamless user experience is critical, the integration provides equally powerful tools for the bank’s management teams.

Every customer interaction flows directly back into Personetics analytics providing banks with visibility into the entire switching journey. Banks can track insights triggered, call-to-action click-through-rates, and journey outcomes – from initiated, to completed, failed, or abandoned.

This closed-loop approach allows banks to move beyond just generating activity to measuring actual business outcomes. By linking specific customer actions to deposit growth and primacy shifts, banks can continuously optimize their messaging and logic to ensure they are delivering the right offer at the exact right financial moment.

Looking Ahead

By integrating Atomic’s execution layer directly into the Personetics Cognitive Banking Platform, our vision is for institutions to finally move from telling customers what they should do to helping them actually do it – instantly and effortlessly.

If you missed the live session, watch the on-demand webinar to see how the integration in action and hear Personetics, in partnership with Atomic, is thinking about the future of deposit growth.

Watch the joint Personetics and Atomic webinar here