Fulton Private Bank has made data the centerpiece of its growth strategy, using Wealth Access to empower personalized, actionable client insights that help the bank anticipate needs, increase engagement, and fuel long-term growth.
Fulton Private Bank faced a challenge common to many wealth management institutions: how to provide a highly personalized, data-driven experience for clients while maintaining operational efficiency. The traditional banking infrastructure, coupled with siloed data, left opportunities untapped for cross-selling and future-proofing client strategies. Fulton needed a solution that would empower them to identify high-potential clients, anticipate life events, and provide tailored financial services, all while making the data collection process seamless for both clients and advisors.
Transforming Client Data into Actionable Intelligence
Fulton partnered with Wealth Access to build a data-driven client experience. By integrating Wealth Access, they transformed how data was used across their wealth management and banking teams. The platform enabled them to consolidate client financial data from various sources, offering a unified, dynamic client view that informed better decision-making.
Internally, the integration of Wealth Access has empowered advisors to have more targeted, data-driven conversations. This enables them to move beyond general wealth management discussions and focus on personalized strategies that align with clients’ future goals. Advisors now have a clearer view of which clients need immediate attention and which ones have the greatest long-term potential, transforming how they approach each client relationship
Scaling Growth with Predictive Client Insights
Fulton Private Bank has leveraged data integration to shift from a reactive approach to a proactive growth strategy. By segmenting clients based on future potential rather than just current wealth, they are targeting households poised to grow their assets, particularly those with the potential to exceed $2 million by retirement. This forward-looking segmentation has been a game changer in client acquisition, allowing them to identify and engage high-opportunity clients before their wealth reaches maturity.
By basing their strategy on predictive data rather than assumptions, Fulton is enhancing its ability to scale wealth management services, ensuring they are positioned to grow strategically in a competitive market.
“We want to serve clients based on potential, not current reality,” said Dave Hanson, CEO of Fulton Private Bank. The data integration allowed them to focus on clients with the greatest future potential, including those with assets poised to grow, rather than solely targeting those with existing wealth.
Key Outcomes:
- Enhanced Client Engagement: The Wealth Access platform enabled Fulton to offer personalized financial advice and planning, empowering clients to understand their complete financial picture in real-time.
- Data-Driven Growth Strategy: By leveraging Wealth Access, Fulton identified approximately 10,000 households with the potential to accumulate over $2 million by retirement. This proactive engagement strategy became a cornerstone of their client acquisition and retention efforts.
- Predictive Insights: With Wealth Access’s ability to integrate “held-away” assets and external data, Fulton’s advisors gained deeper insights into clients’ behaviors, helping them anticipate needs such as life events (e.g., job changes, divorces) that often trigger financial planning decisions.
- Operational Efficiency: The platform streamlined data collection, reducing manual efforts and enabling advisors to focus on high-value activities, such as providing actionable advice and executing strategies for long-term client growth.
Looking ahead, Fulton plans to deepen its partnership with Wealth Access to enhance its data capabilities, particularly with AI-driven tools. “I could see us using AI for content creation to equip our people to have more substantive conversations with clients with less prep time,” said Hanson. The focus will remain on using data to identify and engage high-opportunity households, while also exploring additional data sources to further refine their predictive models and marketing strategies.
“We want to serve clients based on potential, not current reality. The data integration allowed them to focus on clients with the greatest future potential, including those with assets poised to grow, rather than solely targeting those with existing wealth. “
Dave Hanson, CEO, Fulton Private Bank
