In a rapidly evolving financial landscape, Jim Eup, VP of Product and Growth Marketing at Vericast, shares how precision strategies, data-driven insights, and generational fluency are transforming how banks and credit unions compete for lasting growth. From moving beyond “hot money” incentives to embracing hyper-personalization and AI-powered analytics, Eup outlines a roadmap for sustainable deposit growth and customer loyalty. His insights underscore the importance of tailoring marketing across age groups, leveraging social media for Gen Z, and maintaining high-touch engagement for older generations—all while ensuring every marketing dollar delivers measurable impact.