Daniel Haisley

Daniel Haisley

EVP of Innovation, Apiture

Apiture
Daniel Haisley, EVP of Innovation at US fintech Apiture, explains how his innovation team is using data and embedded banking for smart digital solutions

Apiture is a digital banking company headquartered in Wilmington, North Carolina, that serves community and regional banks and credit unions in the US market. Its job is to enable digital engagement between financial institutions and their customers.

One of the main challenges any fintech faces – especially in a vast market like the US – is having a point of difference, a unique selling proposition. Fintech is an increasingly crowded industry, and standing out from the competition is essential to survive and thrive. So what makes Apiture different from the rest?

“One of our key advantages is our ability to help our clients innovate quickly by integrating our solutions with best-of-breed fintechs,” says Daniel Haisley, EVP of Innovation.

“We can bring those fintechs to the table, while we also continue to enhance our solutions through in-house development based on what we are hearing directly from the market and from our clients.”

The way that community and regional financial institutions serve their customers has evolved dramatically in the last decade. For more than 100 years, relationships were driven through face-to-face interactions and conversations with people walking into a branch off the street. 

Those physical meetings and interactions have dwindled, so how can bankers go about serving the unique needs of individual customers and members? That’s where Apiture comes in.

“With our data intelligence solution, that's exactly what we seek to do,” explains Haisley. “We give the bank the insights to understand each customer, to understand their needs, and then execute on those needs through relevant interaction directly with that customer within digital channels.”

Haisley leads the Innovation Team behind Data Intelligence – a suite of options that helps financial institutions better use their vast amount of customer data. There are a range of options under the Data Intelligence umbrella, such as Data Engage – a no-code toolkit that helps financial institutions see how users are engaging with digital banking and lets them create on-screen tips and guides to encourage engagement with their digital banking solution.

Data Intelligence also allows banks and credit unions to better understand user behaviour and create relevant targeted marketing.

“Innovation is important in the digital banking space, because in the US market, there's just so much room for improvement when it comes to helping financial institutions to maximise their potential,” says Haisley.

“Every day, the Innovation Team wakes up thinking about how we can do that. How can we bring solutions to bear that will better help consumers and small business owners understand their finances better, know what decisions need to be made, and execute on those decisions. Innovation drives that.”

Read the full story HERE.

Team at Apiture
Team at Apiture
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