U.S. Bank is revamping its app to offer more personalized insights to customers and is quickly adding new capabilities to keep them within its ecosystem.

Through its latest app upgrade, U.S. Bank is folding capabilities typical of third-party personal finance apps into its mobile experience, including spending trends and automated financial advice capabilities it’s calling Insights. Insights is based on technology developed by conversational AI company Personetics, a New York-based firm that’s worked with other large banks on similar tools.

Insights initially debuted in April when the app was launched, but U.S. Bank is adding new features every month. Starting this month, the app can send notifications to customers about their spending or upcoming bill payments, in addition to the existing spending analysis. It also can proactively advise customers of potentially fraudulent transactions, as well as offer account aggregation capabilities and reminders.

According to Ankit Bhatt, senior vice president of omnichannel experience at U.S. Bank, the goal is to roll out predictive capacities. “We want to get to a state where, once we can anticipate their needs — whether it’s a small business needing funding or a customer buying a house, we make the entire journey really seamless,” he said. 

U.S. Bank, which is headquartered in Minneapolis and has $482 billion in assets, is marketing its new features through in-app communication and emails to customers, along with paid social media and digital advertising on third-party sites. Bhatt said Insights is designed to nudge customers to extend their relationship with the bank, and it provides a platform for suggesting products to them based on their habits. The bank will measure the success of Insights through customers’ overall financial health indicators like credit scores and interest rates offered to them, he noted.

Other recently released app features include Spanish language capabilities, recurring payments on Zelle and locking cards from the app. In addition, non-U.S. Bank customers can access their mortgage, small business loans, brokerage and automated investing products from within the U.S. Bank app.

Other banks also have turned to Personetics for the ability to deliver personalized financial insights. Examples include Huntington Bank, which worked with the company to develop its Heads Up tool, and Royal Bank of Canada ‘s NOMI. The company said it’s seeing an uptick in banks that want to deliver AI-powered insights and advice through their mobile apps.

“We’re seeing a real growing trend in appetite to engage customers more deeply around advice,” said Jody Bhagat, president of Americas at Personetics. “A bank’s greatest asset is its understanding of the customer.”

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Alyson Clarke, principal analyst at Forrester Research, said U.S. Bank’s Insights is different than most spending analysis tools because it encourages active engagement from customers. While many banks simply display and categorize spending habits, Insights pushes customers to take the next step, such as applying for a new product or canceling a dormant subscription. 

“This isn’t table stakes,” Clarke said. “Think of it like a personal financial coach. These things are only going to get better and smarter over time.”