Forget demographics. In today’s financial world, customer intelligence comes from patterns, not personas.

Modern institutions are shifting from static profiles to adaptive insight, building real-time behavioral models that evolve with every login, transaction or risk event. Personalization may open the door, but timing, relevance and nuance move the relationship forward. That break from old-school segmentation is reshaping how banks make decisions across fraud, credit and customer engagement, according to Will Lansing (pictured, left), chief executive officer of Fair Isaac Corp., known as FICO.

FICO’s Will Lansing talks with theCUBE about the role decision management plays in the financial industry today.

“The state of the art, as it was before we came along, was really segmentation — OK, you’re a soccer mom, and we’re going to treat you like we treat soccer moms. FICO’s approach is completely different,” Lansing told theCUBE during an exclusive interview. “We’ve had 25 transactions with this individual over the last two years, and we understand their brand proclivities. We understand what they care about and what they don’t care about.”

At FICO World, enterprise decision-makers from leading banks, fraud prevention partners and data analytics firms talked with theCUBE Research’s Rob Strechay, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. Their conversations revealed how AI is driving real-time evolution in customer experience, credit modeling and fraud management across the financial sector.

Here’s the complete video interview with Will Lansing and Liz Billyard (right), head of NA retail credit and chief risk officer for BMO:

Here are three key insights you may have missed from theCUBE’s coverage:

Insight 1: The future of customer engagement is hyper-personal, AI-powered and real-time.

The next frontier in customer engagement is no longer about broad demographic targeting or one-size-fits-all experiences. Dynamic data now drives personalized decisioning at the individual level, executed at scale. FICO’s platform enables banks such as the Canadian Bank of Montreal, known as BMO, to shift from reactive service to smarter engagement, using customer intelligence to make each interaction relevant and timely. That transition starts by integrating data sources and decision models into a unified flow that adapts continuously, according to Lansing and Billyard.

“The decision management platform for us has been transformational,” Billyard said. “Helping customers make real financial progress and that experience they have with us are absolutely critical to what we execute on. The platform has provided an opportunity for us to take data across many different segments internally … so that we can show that we really know them when we’re making credit decisions.”

FICO’s Bill Waid and Nationwide Building Society’s Alex Goldbloom talk with theCUBE about driving credit decisions with AI and improving customer service.

FICO’s partnership with Nationwide Building Society highlights a similar commitment to more intuitive credit decisioning from a U.K. perspective. Serving more than 22 million customers, Nationwide executes roughly 1.5 million credit risk decisioning steps monthly, according to Bill Waid, chief product and technology officer at FICO, and Alex Goldbloom, chief information officer of central functions (risk & internal audit, HR & COO-led functions), at Nationwide. The organization automates credit decisions by adopting FICO’s applied intelligence platform, improving cross-department coordination and reducing customer friction.

“What we’re really driving at is a straight-through process for our customers, which they can access at any time of the day or night, seven days of the week, and they can feel comfortable that it’s going to be very little in the way of manual dropouts,” Goldbloom said. “They shouldn’t really have to talk to too many people on the phone unless they really want to.”

Here’s the complete video interview with Bill Waid and Alex Goldbloom:

Insight 2: Fraud prevention evolves through ecosystem partnerships.

Collaborative ecosystems are reshaping the fraud prevention landscape as financial institutions increasingly turn to external partners for predictive tools, customer intelligence and seamless integrations. With FICO Marketplace, organizations can embed third-party analytics directly into their decisioning workflows, leveraging models from providers such as LexisNexis Risk Solutions to identify suspicious patterns and streamline fraud detection, according to Justin Tintzman, national account manager of integration and business services at LexisNexis, and Nikhil Behl, president of software at FICO.

LexisNexis’ Justin Tintzman and FICO’s Nikhil Behl talk with theCUBE about FICO’s new tools for optimized decision-making.

“What products are [the financial services industry] consuming that we would want available in Marketplace?” Tintzman asked. “We have a solution in fraud intelligence that can predict if an applicant is going to be fraudulent in six to 12 months, which is very powerful stuff.”

The partnership between FICO and Fiserv Inc. illustrates how AI-based customer intelligence can enhance fraud management by analyzing millions of transactions as they occur. Tools such as FICO’s Adaptive Analytics, Global Intelligence Monitoring and Fraud Predictor help institutions detect anomalies without adding friction, according to Alexander Graff, senior vice president and managing director at FICO, and Charlotte Ritonya, vice president of risk and fraud issuing at Fiserv.

“Adaptive Analytics really looks at refreshing the model daily, pretty much, learning new fraud patterns and keeping up to date,” Ritonya told theCUBE. “Global Intelligence Profiling is [automated teller machine] monitoring, and then Fraud Predictor helps us understand the propensity of fraud at the merchant. When we bundle all three of those [services] together … we see great results at our highest level [of] service.”

Here’s the complete video interview with Alex Graff and Charlotte Ritonya:

Insight 3: Smarter credit and fraud decisions begin with customer intelligence.

Real-time decisioning is reshaping financial services as institutions move beyond experimentation and embed AI directly into customer interactions. The partnership between FICO and Bradesco Bank SA showcases how operationalized, responsible AI frameworks can streamline fraud detection and credit modeling while maintaining transparency and trust, according to Scott Zoldi, chief analytics officer at FICO, and Rafael Cavalcanti, CDAO and CRM director at Bradesco.

FICO’s Scott Zoldi and Bradesco’s Rafael Cavalcanti talk with theCUBE about how AI is reshaping customer experience, operational efficiency and trust.

“I do think that this golden age brings high expectations of customers as well,” Cavalcanti said. “They want to have that same experience that they have when using streaming solutions or while doing online shopping. They want banks to do that. We need to combine these techniques, and at the same time, understand that what we do has a core value that is privacy and responsibility, and that’s what we do in Bradesco.”

Customer intelligence continues to evolve through richer datasets and smarter modeling, as FICO enhances its scoring systems with more nuanced behavioral insights. The FICO Score 10 T incorporates trended data to evaluate credit behavior over time, while new approaches such as UltraFICO and Buy Now, Pay Later integrations aim to provide lenders with deeper visibility into consumer credit readiness, according to Julie May, vice president and general manager for B2B Scores FICO, and Ethan Dornhelm, vice president of scores and predictive analytics at FICO.

“At the end of the day, lenders are always looking for more information to make better decisions so that they can provide credit to their customers,” May said. “UltraFICO, that’s using consumer permission and [demand deposit accounts] data to actually provide a different lens of borrower credit readiness. We’ll be making and adding a proprietary treatment to FICO models to address Buy Now, Pay Later information that will be furnished through the credit bureaus. Why this is important is [that] we’ve seen incredible growth of utilization of Buy Now, Pay Later as a lending vehicle. We see consumers using it.”

Here’s theCUBE’s complete video interview with Julie May and Ethan Dornhelm:

To watch more of theCUBE’s coverage of FICO World, here’s our complete event video playlist:

(* Disclosure: TheCUBE is a paid media partner for FICO World. Neither FICO, the sponsor of theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE