Orchard, the digital marketing agency, and Beyond Bank have taken the wrappers off the Australia's largest customer-owned bank's new website, driven by new personalisation capabilities.

The site aims to personalise and streamline the digital customer experience, providing a community banking feel through digital touchpoints. The website utilises Optimizely DXP's AI and personalisation technologies to tailor the experience to each visitor.

"As a customer-owned bank, everything we do is driven by our customers’ needs. It’s undeniable that digital platforms have become an integral part of the modern banking experience, complementing and augmenting traditional in-branch banking," Beyond Bank's Head of Digital, Tonina Iannicelli, said.

"Our aspiration was to scale our online offering in a way that captured that special, local service our branches provide to communities across Australia. Orchard have delivered on this vision by creating a digital environment personalised to the visitor while enhancing site-wide accessibility and inclusivity. No matter your financial needs or goals, we aim to offer each visitor a frictionless pathway to the information relevant to their unique circumstances – and easy access to human help when needed."

The new website marks the beginning of a three-year roadmap for Beyond Bank, focused on building an exemplary digital banking experience. The creation of the website involved a comprehensive discovery process, consulting with customers and community partners to understand user needs.

Orchard's CEO, Wai Kwok, said partnering with a values-aligned brand like Beyond Bank to elevate both the customer and marketer’s digital experience "is truly exhilarating". Orchard progressed through UX, design, and development phases in order to better understand the customer, interactions, and anticipate how Beyond Bank can better serve them.

"We have always been inspired by Beyond Bank’s ambition to create a community banking experience through genuine and personal relationships. Our aim is to infuse that community banking feeling into every digital touchpoint while empowering Beyond Bank’s marketers with enhanced customer intelligence to make data-driven decisions," he said.

The Beyond Bank Marketing Team will benefit from platform unification and enhanced data and reporting intelligence, enabling them to make more informed, data-driven decisions.