AI, Gamification & FinHealth: Reinventing Loyalty Through Behavioral Banking

In the evolving world of financial services, loyalty is no longer earned through punch cards and point systems. The new currency of trust is built through personalization, relevance, and intelligent engagement, powered by AI and rooted in behavioral science.

- Abhishek Anand

We're now entering the era of behavioral banking, where fintechs and banks aren't just rewarding users—they're guiding them toward better financial habits, one digital interaction at a time. Let's explore this in today's article.

From Points to Personalization

The old playbook of loyalty—"spend more, earn more"—is no longer sufficient in a world where user attention is fragmented, and choices are abundant. Today's users crave emotional connection and contextual relevance.

In a recent discussion with Mr. Pankaj Tripathi, CEO of Vernost, he emphasized this shift:

"In today's experience economy, loyalty is no longer about points; it's about personalization, purpose, and proactive engagement. The capacity to engage customers in ways that reflect their distinct interests, habits, and aspirations is crucial, as is relevancy and emotional connection."

Modern consumers don't just want rewards—they want meaning. And that meaning is increasingly being crafted through a new toolset: gamification.

Gamification: Engagement, Not Entertainment