Today, with digitally native customers at the forefront of business technology priorities, digital transformation becomes a central component of long-term business strategy of financial firms and banks. To become more agile and deliver exceptional customer experience (CX), traditional financial companies find themselves exploring their technological options that provide them with insights into customer behaviors and offer a huge opportunity to deliver exceptional and memorable customer experiences.  According to the recent Gartner’s research, 56% of financial services CEOs believe digital investments improved net profit.