Forrester’s 2024 data shows that 63% of Italian online adults are interested in receiving overdraft alerts. Moreover, 44% are interested in personal recommendations, 42% in personalized financial product offers, and 41% in a personalized debt management plan based on their financial situation. With customer consent, personalization helps banks deliver the next best experience and drive engagement and loyalty. Banks should use context and technology to anticipate customer needs, engage customers proactively, and show that they know and care about their customers. This is a snapshot of our data on Italian consumers’ interest in personalized banking.