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How Ally Financial Leveraged Persado to Drive B2C Growth


Ally Financial partnered with Persado, the only motivation AI platform that enables personalized communications at scale, to capture cross-selling opportunities within its growing consumer finance business. 57% increase in new Ally Invest accounts above what was achieved by Ally’s original message.


During its first two decades as a digital-only financial institution, Ally largely focused on growing its brand and acquiring new retail banking customers. More recently, the firm has adopted cross-selling and deepening relationships as one of the six key initiatives for the CEO.

In late 2020, the Ally CRM & Market Analytics team began a pilot with Persado to understand the impact of motivation AI for generating language for cross-selling campaigns. The pilot campaigns produced at least 25% and as much as 58% improvement in customer engagement above what Ally would have achieved with its control message, leading to a formal contract. Since 2021, Persado has helped Ally:

Download the case study to learn more about how Ally has leveraged Persado to deepen and expand customer relationships.