International Journal of Science, Engineering and TechnologyAuthors: Sudhir Vishnubhatla
Abstract: The financial services industry is undergoing a rapid transformation driven by data-intensive personalization strategies that reshape how institutions understand and engage with customers. Open banking regulations are accelerating data democratization, enabling secure, consent-based access to third-party ecosystems, while rising customer expectations demand seamless, individualized experiences across digital and physical channels. At the same time, advances in cloud-native infrastructure and real-time analytics are empowering banks to consolidate fragmented data silos into unified Customer 360 platforms capable of delivering dynamic insights. This paper examines how these architectures have evolved through the convergence of big data cloud technologies, streaming pipelines, and advanced AI models, highlighting how master data management, regulatory frameworks, and open standards form the backbone of scalable personalization that drives competitive differentiation in financial services.
DOI: http://doi.org/10.5281/zenodo.17483408
