For financial services brands with a presence in the UK, you’ll soon have a new way to engage customers. Starting April 6, 2026, banks, pension providers, and other FCA-authorised financial firms in the UK can offer a new category of customer communication: targeted support.
This will allow companies to provide suggestions and recommendations designed for groups of consumers with common characteristics. Crucially, this will impact 23 million consumers who are currently underserved by the markets for advice and guidance. Read on to learn what targeted support means for your brand and how you can use it effectively.
What Targeted Support Actually Means
Targeted support allows firms to provide ready-made suggestions to customers based on common traits, such as age, account types, or types of transactions. This way, organizations can offer helpful recommendations without straying into individual advice (and all the liability and compliance challenges that may arise from that). An important note: When providing targeted support, firms must ensure that customers end up in a better position than if they hadn’t received it.
Here are some examples of targeted support:
- A pension provider identifying members in their 50s with contribution rates likely to leave them underfunded, and proactively suggesting an uplift
- An investment platform surfacing relevant fund options to customers sitting on large cash balances past a defined threshold
- A retail bank recommending a fixed-rate ISA to segments showing consistent saving behavior ahead of the end of the tax year
There’s a big opportunity here for financial services brands in the UK to offer more personalized guidance, but the question is: Are you equipped with the right tools to take advantage of this?
Where Most Financial Services Brands Will Struggle
While this new regulation opens the door to better personalization, most financial services marketers will still find themselves blocked by the same underlying problem: fragmented customer data.
Most firms don’t have a unified view of their data — it sits across legacy systems, separate product lines, or disconnected platforms that were never designed to talk to each other. The problem is, without a single customer view that combines product holdings, transaction history, on-site behavior, and CRM engagement, the ability to segment customers (and deliver targeted support) becomes extremely difficult.
As a result, brands either under-deliver and miss customers who actually need targeted support, or they may make suggestions that aren’t applicable.
How Bloomreach Enables Compliant, Scalable Targeted Support
This is where Bloomreach comes in — we’re uniquely positioned to help financial institutions offer targeted support to help customers make better financial decisions.
Our native customer data engine consolidates data from across your organization into a unified, single customer view. From there, Loomi AI can build precise segments based on financial behavior, product holdings, and engagement signals, then deliver contextually relevant suggestions through the right channel at the exact right moment.
And, because everything runs through a single platform, you also get the audit trail and consistency of logic to demonstrate compliance with privacy regulations.
Plus1: Targeted Support in Action
Nordic fintech lender Plus1 uses Bloomreach to help scale personalized lending communications in a highly competitive market where customers expect transparent, timely engagement.
With Bloomreach integrated with Snowflake, Plus1 is able to build a complete, up-to-date view of each customer’s financial situation — no manual exports or overnight batch jobs. This allows the brand to trigger campaigns based on real lending events, not static events.
As targeted support goes live, this infrastructure becomes a direct competitive differentiator (and advantage). Instead of starting from scratch, companies using Bloomreach will have the single customer view, segmentations, and activation layer all set. So, when a relevant trigger occurs, the brand can deliver personalized communications without manual intervention.
Don’t Miss Out on Your Window
With the new regulation upon us, the firms that move now will be the ones that turn this opportunity into a true growth lever. If you drag your feet, you’ll end up watching better-prepared competitors deepen customer relationships that you could’ve owned.
That’s why it’s more important than ever to have the right tools in place. Learn how Loomi AI can help you transform your financial services marketing. Or, if you’re ready to take advantage of this window of opportunity, schedule a personalized demo today.
