Investing in smarter banking.

Connecting customers across all channels.

The first step was to connect customer engagements. To deliver experiences that feel personal everywhere, TSB needed to unite every customer touchpoint. “To give our customers more confidence in their finances we need to create deep connections with them,” says Andrew Johnston, CRM Campaign Delivery lead at TSB. “Adobe helped us connect our data, processes, and teams so we can reach new customers and build strong relationships with existing ones.”

Using Adobe Real-Time CDP, TSB is provided with a greater understanding about customer trends to then develop interventions and journeys across both in-person and digital channels. “With Adobe Real-Time CDP we really benefit from a deeper understanding of our customers’ needs and trends,” says Morgan Reavey, CRM & Data Science lead at TSB.

Adobe Real-Time CDP gives TSB a clearer view of customer need, enabling personalized customer experiences and timely support across branches and digital touchpoints. “When customers engage, whether through the mobile app, an email, or in a branch, each interaction helps us deliver timely, relevant experiences that make banking easier and more personal for customers,” says Reavey.

TSB measures the impact of messages, interactions, and campaigns with Adobe Customer Journey Analytics. Advanced capabilities in Customer Journey Analytics turn data into actionable insights on multiple channels faster. Statistical Process Control helps teams spot meaningful trends and avoid chasing false alarms, while the AI Assistant simplifies complex queries. Together, these tools enable faster, more accurate decision-making, helping teams find answers for customers in seconds instead of hours.

As a result, data latency fell from nine days to less than 24 hours, with many signals available instantly. This means TSB can help customers in the moment. For example, if a customer starts but doesn’t finish a mortgage application in the mobile app, a real time tailored message offers reassurance based on affordability, helping them continue with confidence. The transition from batch-driven to real-time personalized engagement has contributed to a 50% increase in customers choosing TSB.

One journey for every customer.

With real-time data as its foundation, TSB moved from reactive marketing to true personalization at scale. The bank now delivers meaningful, in-the-moment customer experiences through Adobe Journey Optimizer, using Offer Decisioning to connect customers to the right products and messages at the right time. “This year, we’ve seen 39% more customers choosing TSB products to manage their finances, following a personalized interaction," says Reavey.

When customers log in, they enjoy tailored experiences, from birthday messages in the mobile app to relevant financial offers and service reminders that help them stay on top of their money. One mobile app use case utilizing realtime data enabled 300% more customers to complete a personalized endtoend journey. Another helped thousands of customers set up automatic credit card payments. These simple, relevant nudges make banking easier and keep people’s budgeting and finances on track. In addition, TSB is making it easier for customers to find what works for them, meaning a sixfold increase in acceptance rates after receiving personalized communications in app.

“Customer research shows personalization is huge for customer experience, but it also makes a big impact on our ability to cater for our customer base,” says Johnston. “We’ve seen six times more customers saying ‘yes’ because TSB is tailoring solutions to their needs delivered through Adobe.”

Today, more than 91% of products, from saving and investment accounts to mortgages and car loans, are purchased through digital channels. TSB connects customers with the right products for them, expanding customized use cases from 250 three years ago to more than 1,000 today. TSB tests, refines, and enhances every experience with AI-powered personalization and automated experimentation using Adobe Target, ensuring each interaction feels more relevant and engaging.

A new website built on Adobe Experience Manager Sites keeps digital experiences fast and consistent with four times quicker page load times, 99.9% uptime, and 19% higher SEO rankings. This performance delivers a tenfold return on investment.

Content that keeps pace with data.

As customer-led campaigns expanded, so did the demand for content. To keep up, the bank redesigned its creative process. Working closely with Adobe Professional Services, TSB built an end-to-end workflow that moves ideas from brief to production in days instead of weeks.

Compliance checks, reviews, and approvals that were previously managed through spreadsheets, shared drives, and long email chains now run automatically through Adobe Workfront, improving the speed of content creation by more than 60% ensuring more customer communications are personalized to customer needs. Every new asset is then automatically delivered to Adobe Experience Manager Assets, the central, version-controlled hub for creative work, for distribution and activation across all channels. The result is a continuous stream of high-quality content ready to fuel every customer journey.

“Employee engagement and collaboration is up,” says Nicholas Lancaster, Brand & Internal Creative Services Lead at TSB. “We’re seeing new energy and focus that keeps creatives and designers motivated and customers engaged.”

The TSB internal creative agency effect: a new culture of creativity.

Central to this change is TSB’s in-house Creative Agency and CX Design Centre of Excellence. Bringing together creative strategists, creatives (art directors and copywriters), CX specialists, designers, and animators operating within an integrated and automated content supply chain that links Adobe Creative Cloud, Workfront, and Experience Manager Assets.

Through empowering in-house teams to create, adapt, and deliver content faster while maintaining brand quality, TSB’s internal creative agency has significantly improved efficiencies whilst reducing costs.

TSB’s internal creative agency is also redefining what innovation looks like in financial services. As the first UK bank to pass Adobe Firefly through governance, TSB built an internal AI ethics framework that brings creativity and compliance together. The bank turned to Adobe Firefly Custom Models, which trains Firefly with brand assets to generate customized content.

Using a custom model trained on its brand character Tiny the Elephant and generative AI, the team turned 12 static poses into hundreds of branded assets in seven minutes instead of seven weeks. The creative teams test dozens of ideas in minutes, halving revision time and focusing on the details that bring Tiny to life, whilst producing everything in-house more cost effectively. These TSB assets fuel the connected content supply chain with on-brand, ready-to-deploy visuals.

“Generative AI helps our creative teams move faster without losing what makes TSB unique,” says Keith Gulliver, Head of Brand & Marketing at TSB. “With Adobe, we’re giving our creative talent the time and the tools to focus on storytelling instead of process.”