ActivePath, the provider of a secure, two-way, e-mail banking solution, has partnered with Cardlytics to enable banks to deliver custom-targeted offers from retailers to their online banking customers. It seems a powerful combination – ActivePath supports a channel to banking customers, and Cardlytics sources advertising/offers content that benefits from more channel alternatives. ActivePath’s strategy has been to facilitate online banking by relieving the customer of the need to make a deliberate visit to the bank’s website. Having already established this alternative channel, Active Path is now focused on enabling banks to deliver more fee-generating content through that channel, and Cardlytics offers an avenue to that end.
According to the Cardlytics press release:
“With this partnership, banking customers can receive enhanced offer-carrying eStatements directly into their inbox to be viewed and transacted from within in the email message at their convenience without the need to log on to the bank’s website or download the statement. Additionally, this partnership will provide banks and retailers with the ability to utilize transaction-based marketing in the eStatement, a win-win solution that can help increase transaction volume, enhance customer relationships and generate new revenue.”
ActivePath has only begun to focus on the U.S. market in the past year or so. A strategic partner with established contacts in the U.S. as well as attractive content (such as Cardlytics), may be just the boost it needs.