Gain insights from your customers to understand which “extras” will help you build deeper loyalty for your brand.
In a crowded and competitive financial services landscape, banks—whether retail or business—can be perceived as offering similar core products: checking and savings accounts, credit cards, loans, investment services, etc. So, how do you stand out when everyone is selling many of the same essentials?
The answer may lie in the “extras” you offer that hold the power to drive customer loyalty for your bank.
“Extras” refer to rewards, perks, and value-added services that fall outside of traditional banking products. They might include concierge services for private clients, discounts for small businesses, or travel and lifestyle perks for retail customers. While they aren’t the main event, these extras can drive real differentiation, create emotional resonance, and transform a good banking experience into a great one.
Here’s how to leverage and communicate these extras to win hearts and wallets.
1. Align extras with customer lifestyle and needs.
The most effective extras are those that feel personal and relevant. For retail customers, that might mean cashback offers on everyday spending, early access to concerts, or discounts on streaming services. For business banking clients, it could be tools that help manage payroll, free business consulting sessions, or discounts on coworking spaces. Others might appreciate luxury travel perks, access to exclusive events, or white-glove concierge services.
Rather than offering a generic list of benefits, tailor perks by segment and—even better—by individual behavior. Leverage market research to understand what matters most to your customers and shape extras around those insights.
2. Make extras a part of your brand story.
Don’t treat perks as throwaway bullet points in a product sheet. Integrate them into your marketing narrative. If your organization is all about empowering small businesses, highlight how your extras (like accounting software discounts or small-business bootcamps) help owners succeed. If you want to focus on more affluent consumers by promising a high-touch experience, then concierge booking and private event access should be showcased as part of your luxury ethos.
Extras are a brand-building opportunity—use them to reinforce what your bank stands for.
3. Create surprise and delight moments.
The best perks are often the unexpected ones. Sending a birthday surprise to a loyal customer, offering an automatic fee waiver when travel plans are disrupted, or giving a local experience just because—all of these small gestures create memorable, emotional connections.
Surprise extras are sticky. They generate goodwill, spark word-of-mouth referrals, and turn customers into advocates. Build in moments of delight throughout the customer journey, and watch your KPIs climb.
4. Communicate extras clearly and creatively.
It’s not just about having great extras—it’s about ensuring customers know about them. Too often, value-added perks are buried in the fine print or scattered across platforms.
Make them visible at key touchpoints: onboarding emails, monthly statements, mobile app pop-ups, and in-branch signage. Use storytelling in your campaigns to bring these benefits to life. A case study of a small business that saved $10 thousand thanks to exclusive partner discounts is far more impactful than a line in a brochure.
Also, consider gamifying the experience—unlocking new rewards as account tenure or activity grows can increase engagement and make banking feel more like a relationship than a transaction.
5. Measure impact and adapt your strategy.
Track how customers use the extras. Are certain perks driving engagement or retention? Which ones are being ignored? Use this data to refine your offerings. Consider A/B testing new extras or packaging benefits in themed bundles—travel, wellness, tech, etc.—to see what resonates most.
Customer feedback loops are critical. Allow clients to suggest new perks or vote on upcoming offerings. Involving them makes them feel valued and helps ensure your extras are hitting the mark.
Make extras the norm to drive customer loyalty for your bank.
Banking today isn’t just about what you offer—it’s about how you make people feel. In an industry where trust, service, and ease are table stakes, the “extras” can be the edge that elevates your brand.
So go beyond the basics. Listen to your customers and prospects to make your perks personal, relevant, and delightful. Communicate them with creativity and intention. And in doing so, turn everyday banking into an experience worth talking about.
Need help identifying the perks and extras that will deepen customer loyalty for your bank?
