TSB makes banking experiences more personal with Adobe

Adobe is a global software company providing a suite of digital experience solutions including Adobe Experience Platform, Real-Time CDP, Customer Journey Analytics, Journey Optimizer, Target, Experience Manager, Workfront, and Firefly — enabling organizations to deliver personalized, data-driven customer experiences at scale.

TSB is a UK retail bank focused on helping people across Britain feel more confident about their financial decisions. TSB operates branches and digital channels including a mobile app, offering products such as savings accounts, mortgages, car loans, and credit cards.

TSB needed to extend the personal engagement customers experienced in branches to its digital channels. Customer data was siloed, data latency was as high as nine days, and content creation was slow — managed through spreadsheets, shared drives, and long email chains. The bank lacked the real-time personalization capabilities needed to deliver relevant, timely experiences across all touchpoints.

TSB implemented the full Adobe suite: Adobe Experience Platform and Real-Time CDP to unify customer data and gain real-time insights; Adobe Customer Journey Analytics for actionable multi-channel measurement; Adobe Journey Optimizer with Offer Decisioning for personalized in-the-moment customer journeys; Adobe Target for AI-powered personalization and experimentation; Adobe Experience Manager Sites for a fast, consistent website; Adobe Experience Manager Assets as a central content hub; Adobe Workfront to automate compliance, reviews, and approvals; Adobe Firefly and Firefly Custom Models for generative AI-powered branded content creation; and Adobe Professional Services for implementation support.

Working closely with Adobe Professional Services, TSB built an end-to-end content workflow connecting Adobe Creative Cloud, Workfront, and Experience Manager Assets. TSB established an in-house Creative Agency and CX Design Centre of Excellence. The bank became the first UK bank to pass Adobe Firefly through governance, building an internal AI ethics framework. A custom Firefly model was trained on TSB's brand character "Tiny the Elephant" to generate on-brand assets at scale. Real-time CDP unified customer data across all touchpoints, and Journey Optimizer enabled personalized journeys triggered by real-time signals such as incomplete mortgage applications in the mobile app.

TSB expanded personalized customer experience use cases from 250 to more than 1,000 over three years. Data latency dropped from nine days to under 24 hours. A 50% increase in customers choosing TSB was attributed to the transition to real-time personalized engagement. One mobile app use case enabled 300% more customers to complete a personalized end-to-end journey. Content creation speed improved by more than 60%. The new website delivered 4x quicker page load times, 99.9% uptime, 19% higher SEO rankings, and a 10x return on investment. 91% of products are now purchased through digital channels.