Bank of America is developing a new interface for its digital experience that will dynamically tailor tools, services and content based on customers’ data and goals, with the revamped design slated for a midyear launch.

“Think about it as if you took every piece of content and functionality and you put it on a playing card,” David Tyrie, head of digital at the $2.8 trillion bank, told Bank Automation News. “When somebody comes into our site, in a nanosecond, [the platform] goes ‘What are the playing cards that [this customer] likes to see?’” Then, the bank pulls them up and shows customers what will be relevant and timely for them. To refine the experience, the user has the ability to provide feedback by voting on how useful the recommendations are.

The concept is that every customer’s mobile app or web experience will be unique to them, based on frequently used functionalities and tools, account and transaction-based information, and personal financial goals. It will automatically and dynamically update with additional timely and relevant content and functionality as the technology learns what resonates with customers, and what doesn’t. The app renovation will extend across all business lines, including checking and personal bank accounts, wealth management and Merrill Lynch in vesting.

Bank of America’s Life Plan tool, which launched in October, is a fundamental building block for the mobile app and online revamp, Tyrie said. Life Plan is a personal finance tool that helps customers establish goals across various categories, like family, health, work, giving and finance. It leverages customer data and artificial intelligence to suggest actions to customers to achieve their goals, via virtual assistant Erica. As the bank collects more data from customers using the Life Plan tool, the more forward-looking data it has for the “playing card” recommendations.

“Everybody in the industry deals off the IQ and the automation side of things, and then they try to use that information as best they can to serve their customers,” Tyrie said. “Well, I don’t want to look in the rearview mirror; all of that data is something that is already happened.”

Since its October launch, customers have created a total of about 3 million Life Plans, Tyrie said, and the bank is reprioritizing funding for the tool for the coming year. The data backing the bank’s recommendations to customers will also be available to service agents in branches and call centers, to better inform their conversations with customers, he added.

Bank of America’s personalization plan is reminiscent of Royal Bank of Canada’s personalized “editions” of its mobile app, which morphs the user interface depending on which customers are using it. The Toronto-based bank offers several different editions — for students, small business customers and self-directed investors — that tailor products and services for different customer segments. However, Bank of America appears to be further scaling and deepening personalization by customizing the digital experience for individuals across all business lines.

Bank Automation Ignite, on April 13-14, is the event for inspiring automation initiatives and investment in financial services. At the virtual event, financial services professionals can discover new use cases and technologies that are accelerating automation in banking. Learn more and register at www.BankAutomationIgnite.com.