The way we experience finance is changing. Banks, lenders, investment companies, and insurance firms all compete to ensure that every avenue provides a 360 digital experience. Individuals want to access their financial status in seconds, apply for loans based on bank preferences from before, and manage their banking be it through websites, mobile apps, chatbots, or smart devices the same way. However, ordinary content management systems (CMS) fail to keep up with real-time content delivery across every modality. Thus, the customer experience is frustrating and outdated at times.
A Headless CMS provides the
flexibility, security, and growth potential necessary for omnichannel content
delivery. Headless CMS solutions also guarantee that financial services companies
don't have to worry about an inconsistent customer experience. Everything is
connected, and content is refreshed at every interaction opportunity.
The Need for Omnichannel Content in Financial Services
Financial services operate within a
consumer-driven environment where messaging is ubiquitous, seamless,
persuasive, and multimedia. For example, if a user asks for the interest rate
on a loan, the projected status of an investment, or the balance in their
checking account, they should receive the same accurate answer on the app,
website, and speech-enabled ATM. A traditional CMS makes cross-channel content
management difficult, requiring financial institutions to have multiple
repositories on their end to ensure everyone is on the same page inevitable
delays and discrepancies at every turn, not to mention higher security
vulnerabilities.
A Headless CMS grants financial
services companies the ability to manage content in one place but extend it
seamlessly across the digital web, apps, ATMs, and even AI chatbots. For
instance, a global bank requires a Headless CMS to ensure mortgage interest
changes, federal disclosures, and investment tutorials are updated at the same
time and instantly across every customer-facing channel. Discover Storyblok's joyful headless
CMS and how financial services companies can create omnichannel content
delivery while simultaneously boosting customer engagement.
Enhancing Personalization with Data-Driven Content
When customers expect customized
financial offerings, a loan with different terms based on past repayment
history, stocks recommended based on previous investments, and geographically
based geo-location data from branches and a one-size-fits-all CMS does not have
the personalized interaction and intent data required to facilitate such
efforts. A Headless CMS enables AI-driven data analysis to offer financial
services the opportunity to personalize content experiences across digital
avenues.
Because of API delivery, for instance,
a financial service can automatically adjust what a user sees in their
dashboard, suggested investments, and other banking endeavors based on what
they purchased before, what they reported for financial objectives, or even how
they hovered over links on the webpage. Take, for example, a fintech company
that can utilize a Headless CMS to provide, while a customer transacts, a
savings plan or risk assessment based on their transaction history this means
that this one fintech company is providing all of its customers not only
relevant content but also content that helps them more. Go to Storyblok's happy
headless CMS to see how it enables financial companies to create
hyper-personalized content at scale for better customer engagement and revenue.
Delivering Secure and Compliant Financial Content
Any industry that deals with financial
services banks, insurance, investment, etc. is concerned with security and
compliance. These are sensitive transactions, intimate client information, and
millions of dollars at stake. Therefore, sadly, the non proprietary CMS is a
risk to security. A CMS is a cloud-based content management system that links
backend construction of content with front-end display; the more access to the
integrated cloud-based application, the more opportunities for hacks and
breaches.
A Headless CMS supports security for
financial services because separation of display from storage minimizes
exposure to changes and accessibility. In addition, sensitive financial
projects are issued role-based privileges that are time-sensitive,
non-negotiable, with encrypted APIs and compliance checks for all content to
ensure they are up to spec. For instance, a wealth management firm using a
Headless CMS would be able to publish financial disclosures, regulatory
updates, and tax regulations in a secure environment without the risk of
information being tampered with and/or hacked.
Optimizing Performance and Speed for Financial Websites
When it comes to financial services
websites, performance is always a priority; customers want their bank dashboard
to load in seconds, they want stock ticker updates to reflect real-time
changes, and they want online purchase authorizations to occur in an instant. A
standard CMS offers a complicated website with a server-heavy structure,
unnecessary plug-ins, and subsequent backend processing requirements that lead
to delayed loading times. A Headless CMS encourages enhanced performance with
API-delivered content, caching, and Content Delivery Networks (CDNs) that keep
financial services websites swift, efficient, and reliable.
Financial services merchants have a
competitive advantage with a solution that enables them to optimize beyond just
customer-facing output. For example, a Headless CMS allows an investing app to
ensure that articles about market trends, projections, and user budgeting
profiles and dashboards load in microseconds and milliseconds to improve UX and
keep users' attention.
Future-Proofing Financial Services for Emerging Technologies
The financial industry is ever-evolving.
Whether it's blockchain, AI chatbots, or DeFi, consumer needs are perpetually
shifting. A legacy CMS isn't versatile enough to support such a need for growth
when it's needed, which means financial brands constantly need to adjust their
digital infrastructure. A Headless CMS ensures that you are set to fulfill
consistency for on-demand growth down the line. It's easy for financial brands
to integrate with new technologies and upcoming
digital banking innovations and AI-driven automation
applications.
Whether it's voice banking and machine
learning budgeting or connections to smart contracts, a Headless CMS keeps
financial brands ahead of digital development. A financial services company,
for example, can expand into voice banking or blockchain payments or even AI
fraud detection with a Headless CMS yet never need to adjust its foundational
content structure. The ability to plug and play of all kinds means that a
dynamic, expandable content management solution keeps financial services
content malleable among an online marketplace.
Enabling Seamless Content Management Across Multiple Banking Services
Banking, investment, insurance,
corporate finance and more all these offerings are financial services. In fact,
any customer that a financial institution can help solve is offered as a
financial service. For a bank operating under a traditional CMS, the issue is
always having to change things service-wise across the board on multiple sites
and having to go in and manually change the same thing across the board through
different means. Sometimes it's accidentally duplicated. Yet with a Headless
CMS, all content is centralized so any change for any service interest rates,
compliance, compliance-related information changes it across the board from one
source of truth on all sites, apps and even third-party sites.
It's all cross-posted; duplicative
efforts are avoided through the HUD, and financial services remain consistent.
For instance, suppose a commercial bank needs to adjust its credit card rewards
program. A Headless CMS would allow the bank to change that and its mortgage
rates and investment opportunities and push all of those updates to all digital
channels simultaneously. With an omnichannel distribution of content made
possible by a Headless CMS, financial services can more effectively engage
their customers and adjust service offerings in real time.
Strengthening Digital Brand Presence with Consistent Messaging
Brand consistency is crucial in the
financial industry. Customers must understand that they're making the best
choice with their financial institution, that it will help them, be above
board, and any communication on one channel that differs from another could be
harmful. An antiquated CMS makes brand consistency even more challenging since
many departments work in silos across various channels.
A Headless CMS fosters brand
consistency because the financial services marketing and compliance teams
control the messaging across all channels. It's written once for one intention
and can be re-used and spread across all channels from one software. Blogs,
white papers, newsletters, advertisements, compliance documents everything can
be consistent across all digital channels. For instance, an insurance company
with a Headless CMS ensures that policy details, limitations, and marketing are
identical on the parent site, social media, and the mobile application.
Therefore, brand equity is fostered and customer loyalty is heightened because
all financial operations convey the same message (and the expectation of
accountability for professional communicative accountability).
Enhancing Customer Support with AI-Powered Knowledge Bases
Customers are no longer accustomed to
banking problems going unresolved. They not only want to learn how to dispute a
charge or what an APR is, but they also want to be provided with access to
customer service guides and troubleshooting FAQs so that they do not have to
call and they shouldn't have to call if effective self-service tools are up to
par. But a traditional CMS fails to create and sustain such a fluid knowledge
base. These companies find self-service solutions far less successful. A
Headless CMS gives banks and financial institutions the power to convert
content into an intelligent knowledge base powered by AI, where customers can
receive fast answers on how to diversify an investment portfolio, how long it
will take to process a loan application, or how to dispute a charge.
This information can go out via APIs
simultaneously to websites, chatbots, and mobile banking applications. For
example, a credit union utilizing a Headless CMS can quickly update interest
rate calculators and publish articles about security tips and fraud prevention
from any member services portal. The credit union reduces call center inquiries
and boosts member satisfaction simultaneously, giving members the updated tools
they need to practice appropriate financial behavior.
Enabling Faster Campaign Launches and Marketing Agility
There are seasonal marketing campaigns
for financial services. This is when you should invest, mortgage rates are
high/low, year-end banking specials. A conventional CMS slows down the
execution of such campaigns because it needs a frontend change, and then a
change across other digital assets later on. A Headless CMS allows financial
services to work at an accelerated speed for their marketing campaigns because
they can launch the same campaign everywhere at once without compensating for a
development team catching up.
An API-first content strategy allows
the marketing team to launch, adjust, and change financial content in a snap.
For instance, a fintech firm can utilize a Headless CMS to launch and modify
promotional campaigns across web, email, and in-app communications without
disrupting service with transaction processing already in play. The opportunity
to change on a dime with market fluctuations, compliance mandates, and user
feedback puts financial firms ahead in the consistently competitive and
constantly evolving financial space.
Conclusion
A Headless CMS provides banking,
financial services, and fintech with a cohesive, compliant, and customized
experience across all necessary digital touchpoints for their ever-changing,
on-the-go, and secure content management requirements. A financial service must
have the capability to content manage in a stable, flexible, and multi-faceted
fashion to generate simple, secure, and successful omnichannel interaction.
Legacy content management systems cannot keep up with the necessary changes in
the financial sector; don't lose out on competition and innovation by sticking
with what's familiar.
By implementing a Headless CMS
solution, your financial institution will have improved website loading speeds
and performance, digitally optimized solutions for the future, and fast
extendibility of content across websites, apps, and future technology. A
Headless CMS provides the flexibility to achieve engagement, security features,
content offerings, and team collaboration across the board for your team and
clients in a digitally growing financial world. Connect with Storyblok to learn
more about a blissful headless CMS and give your financial institution the
ability to have contemporary content management solutions today for a seamless,
digitized experience for your clients today and tomorrow.
