According to Forrester’s Financial Services Banking Survey, 2024, two-thirds of UK online adults are interested in receiving overdraft alerts, and just under half are interested in personalized financial product offers and recommendations based on their financial situation, personalized financial insights based on their spending patterns, and a personal financial health score to help them track and improve their financial health. Personalization — with customer consent — helps banks deliver the next best experience and drive engagement and loyalty. Banks should use context and technology to anticipate customers’ needs, engage customers proactively, and show they know and care about their customers.