Elevate Customer Experience

From siloed channels to
personalized journeys

"Customer expectations are higher than ever in banking. The gap that we see is how do you shift from a product mindset to an outcome mindset in terms of what customers want from their banks. AI is changing the way that banks engage with customers across every single value chain."

Charith Mendis,
Head, Banking Market Development, AWS

From siloed channels to personalized journeys

Why AWS

Cloud-native contact center (Amazon Connect Customer) with generative AI natively embedded – voice, chat, email, SMS, and video in a single solution
Real-time personalization and next-best-action engines that adapt across channels, replacing
static segmentation
Conversational AI that resolves queries with human-level nuance, generates personalized recommendations, and shifts service from reactive to predictive
Built on 25+ years of Amazon's own customer service innovation – not a third-party integration
Converts customer experience from a cost center into a growth engine, reducing wait times, increasing retention, and surfacing cross-sell opportunities at scale

The next disruption in financial services CX isn't coming from institutions, it's coming from customers. Speed, personalization, and omnichannel fluidity are now baseline expectations. Static segmentation and rules-based personalization can't compete with
AI-powered engines that adapt in real time. Yet most institutions still operate on fragmented, siloed channels that drive attrition, inflate cost to serve, and miss cross-sell opportunities at every touchpoint.

The forces reshaping financial services

Banking on the cloud
How agentic AI is helping banks deliver personalized, contextual experiences

Insurance reimagined in
the cloud
Faster claims, hyper-personalized marketing, and true self-service – powered by AI

Innovation across the trade lifecycle with generative AI
Advanced analytics made accessible through natural language

How financial institutions are moving from fragmented channels to connected, personalized customer experiences at scale. Get the full picture below.

72% of consumers say personalization influences where they choose to bank, yet most banking experiences remain broad, reactive, and disconnected from customers' actual financial lives. This report explores how agentic AI is closing that gap – from memory-driven personalization that remembers customer context across every interaction to outcome-based banking that organizes around what customers want to achieve rather than products.

Banking on the cloud

"We're building a banking model that organizes around what customers want to achieve rather than products. The future is here."
Charith Mendis, Head, Banking Market Development, AWS

Key takeaways

Agentic AI is enabling banks to deliver 24/7, personalized guidance across multiple channels and languages
Multi-agent ecosystems now coordinate across cash, credit, and investments in real time – anticipating needs around customer-defined goals
Customer care transfers reduced by 85% and lead conversion increased by 33% through specialized AI service agents

Why it matters

Every customer interaction generates valuable data – login times, communication preferences, channel choices, conversational style. Today, human relationship managers can track and act on these nuances. Agentic AI changes that by letting banks remember context, anticipate needs, and personalize at scale across every channel.

Customers are switching providers, claims cycles average 44+ days from first notice to final payment, and 30%+ of insurance customers are not satisfied with the digital channels available. This playbook explores how insurers are using cloud and AI to close that gap – delivering faster claims, personalized policyholder services, and self-service experiences in the customer's
channel of choice.

Insurance re-imagined in the cloud

"AWS not only offers us a safe and open environment to continue innovating, but it has also opened doors to the exploration of emerging technologies as promising as generative AI."
Manuel Rodriguez, CIO, Agroseguro

Key takeaways

Claims cycle averages 44+ days from first notice to final payment – generative AI is cutting that to days for straightforward cases and to seconds for simple health claims
Hyper-personalized marketing, 360-degree customer views, and AI-powered contact centers are now table stakes for retention
Self-service capabilities across direct, producer-led, and third-party channels are being deployed simultaneously

Why it matters

51% of life insurance policyholders feel underwhelmed by current product features. It costs 5x more to acquire a new insurance customer than to keep an existing one. Insurers that invest in personalized, digital-first experiences – claims that settle in seconds instead of weeks, proactive service through the customer's preferred channel, and products that can be purchased entirely online – will retain customers that competitors are losing.

Pre-trade workflows are among the most data-intensive processes in capital markets. Analysts and clients rely on gathering, storing, and analyzing information across large, diverse data sets to reach actionable insights.
Generative AI is lowering the barrier to producing analysis and accelerating time to insight – so firms can identify strategies and trading opportunities faster, and clients can access advanced analytics directly through natural language.

Innovation across the trade lifecycle with generative AI

"Tasks that previously took days or weeks are now completed in hours." Balyasny Asset Management, on their agentic deep research solution
built on AWS

Key takeaways

Natural language interfaces are putting advanced analytics directly in the hands of analysts and clients – no data science expertise required
Research timelines reduced from weeks to hours, routine trade analysis cut by 80%
Generative AI-powered analyst assistants generate multimodal outputs (text, charts, tables) in response to natural language queries
Retail trading platforms are extending capabilities that were previously limited to institutional users, broadening access to personalized insights

Why it matters

Rising trade volumes, 24/7 markets, and T+1 settlement are compressing the time firms and their clients have to act. Natural language interfaces are making it possible for analysts, portfolio managers, and even retail traders to access insights that were previously limited to teams with deep data science expertise. The firms putting these tools in the hands of clients and users are the ones building lasting relationships.

Vertical Relevance: How Numerix is leveraging AWS to build a scalable AI platform and accelerate product development

TEKsystems: Solving complex financial services challenges with modernization, data, and AI

Dynatrace: How business and AI observability solve key challenges and deliver better outcomes for financial services customers

EPAM Systems: Rethinking the investor experience: how Vanguard and EPAM modernized change of ownership powered by AWS

Partner insights

AWS partners are at the forefront of financial services innovation, building solutions that help institutions modernize faster, deploy AI at scale, and stay ahead of an industry that never stands still. Explore what they're working on here.

Fifth Third Bank: How to improve NPS and AHT with conversational AI
A smarter contact center – for customers and agents alike

Tower Insurance: Transforming contact center operations
with AWS
Faster handling, 8,200 agent hours freed, NPS up in six months

Canada Life: Transforming the contact center with
Amazon Connect
Resulting in 94% reduction in wait times and $7.5 million saved in the first six months

Personalizing every interaction at scale

How financial institutions are moving from fragmented channels to connected, personalized customer experiences powered by AI. Read the results below.

Fifth Third Bank was handling 175,000 calls a week through human agents, many for tasks customers could have done themselves. Three years later, calls are down to ~130,000 and falling. The bank consolidated their center systems into Amazon Connect, built domain services once and deployed them across channels, and is now building Genie – an agentic chatbot that completes customer tasks rather than directing them through the app.

Fifth Third Bank: How to improve NPS and AHT with conversational AI

"It's really important that you understand the process you're trying to fix first before you just put AI on top of something."
Michelle Grimm, Senior Director of Data Engineering, Fifth Third Bank

Key takeaways

Calls reduced from 175,000 per week to ~130,000 per week by improving self-service and meeting customers in the channels they already use
Lean Six Sigma paired with AI engineering found more wins than either alone
Messaging platform migration completed in four months through tight product, engineering, and compliance partnership
Genie (next-generation agentic chatbot) will complete tasks on behalf of customers instead of simply directing them to the app

Why it matters

Fifth Third's journey shows that meeting customers where they are – mobile app, messaging, phone, web – requires fixing broken processes first, not layering AI on top of dysfunction. The bank paired Lean Six Sigma practitioners with AI engineers to figure out which problems needed process fixes and which needed automation. That discipline, combined with cross-functional partnership across product, engineering, and compliance, is what made a 4-month platform migration possible.

Read more

Tower Insurance needed more than an efficiency fix. Agents juggled disconnected tools, quality assurance covered 4% of interactions, and post-call admin was very time-consuming. Working with AWS and Deloitte, Tower replaced fragmented systems with a unified AI-powered contact center on Amazon Connect Customer. From pilot to production in 10 weeks, after six months results were measurable across every important metric.

Tower Insurance: Transforming contact center operations with AWS

"In just 10 weeks, Tower demonstrated that AI-driven experiences can be delivered at pace, with stability, strong governance, and real business impact." Kylie Bryant, Partner, Deloitte

Key takeaways

Average call handling time improved 26%; email handling time improved 18%
Quality assurance coverage jumped from 4% to 30% through automated performance evaluation
8,200 agent hours freed and 492,000 customer minutes saved since launch
60% employee adoption of AI-driven capabilities across the contact center
NPS increased 4 points, with 630 agents across 11 lines of business on
the platform

Why it matters

Tower's story is a blueprint for regulated insurers weighing AI adoption. The 10-week sprint model – built around disciplined delivery, enterprise governance, and New Zealand regulatory requirements – shows that speed and responsibility are not a trade-off. Starting with a unified platform rather than isolated pilots meant agents received near real-time AI assistance, reducing reliance on subject-matter experts and accelerating resolution times for customers.

Serving one in three Canadians, Canada Life was running a contact center held together by fragmented systems, 150+ toll-free numbers, and average wait times of up to 5 minutes. In 7 months, the team migrated 21 business units and 2,000 agents to Amazon Connect with 100% platform uptime. The results: a 94% reduction in wait times, $7.5 million saved in the first half of 2025, and an AI chatbot delivering 83% containment from day one.

How Canada Life transformed its contact center with Amazon Connect

"This isn't just transformation. It's a new standard of customer experience – building a future-ready model where AI-driven personalization, automation, and human-centric design converge." Arpita Bhattacharya, AVP Contact Center, Canada Life

Key takeaways

94% reduction in wait times and 92% reduction in average speed to answer – now 18 seconds across the whole year ~10% reduction in average handle time
Call summarization cut after-call work by 47 seconds per call – sometimes to zero
Cali, Canada Life's AI chatbot, launched with 83% containment and 1,900 call deflections per week
21 business units migrated in seven months with 100% uptime using a single reusable blueprint, not custom builds

Why it matters

Canada Life's journey is a blueprint for large, regulated financial institutions weighing contact center transformation. The speed came from discipline: one technology blueprint, no customization unless operationally necessary, and change management built around agent empowerment. With $43 million in projected savings over five years and 200,000 fewer calls anticipated, the foundation is now set for conversational AI, agent assist, and predictive analytics across every business unit.