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Jake Fowler

Why Broad-Based Campaigns are Hurting Your Deposit Portfolio

Recorded On: 03/03/2020



Hank Israel, Director, Head of Customer Analytics and Treatments, Novantas
Zak Kaplan, Principal, Customer Analytics and Treatments, Novantas
Mark Herron, Executive Vice President, Chief Marketing Officer, People’s United Bank
Ravi Kumar, Senior Vice President,Head of Direct Bank, CIT


Digital transformation and increased competition for deposits are driving banks to pursue more granular customer strategies. While broad-based campaigns are a quick way to gather deposits, the cost of re-pricing the portfolio can have negative repercussions. Namely, it can cost a bank twice as much and attract less desirable, shorter duration deposits in the process. 

Join Novantas thought leaders and a panel of bank practitioners to learn how two leading regional/direct banks are combating this challenge.


  1. Actionable use cases for maintaining low-cost deposits
  2. Relevant analytics for deposit acquisition and retention
  3. Evolving capabilities to realize success today while building the ecosystem for tomorrow


  1. Understand the challenge of gathering deposits in today’s markets
  2. Learn about leading edge analytics available to organizations of all sizes
  3. Hear from peers with early success in driving demonstrable use cases in balance acquisition and retention

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Hank Israel

Director, Product Management, Novantas

Hank is a Director and leader of the Customer Analytics & Treatments practice at Novantas. In his role, Hank supports clients across projects involving product development, customer treatment design, and customer treatment/ experience analytics. Hank has led over 50 engagements driving value across consumer and small business operations from product design to customer treatment efficacy for deposits and payments opportunities.

Zak Kaplan

Principal, Client Services, Novantas

Zak is a Principal in Novantas Solutions and helps oversee the Customer Analytics & Treatments practice. He has over 5 years of experience in consumer deposit and lending management, primarily focused on price optimization and customer operations.  Zak specializes in helping clients adopt best-in-class treatment programs, including strategy rollout at several of the top North American banks. 

Mark Herron

Executive Vice President, Chief Marketing Officer, People’s United Bank

Mark Herron is currently the CMO at People's United Bank located in Bridgeport, CT. Mark previously was an EVP for BB&T having served as Chief Sales Officer as well as senior roles in the marketing organization. Considered an experienced executive in digital transformation being the lead change agent at both People's United as well as BB&T. Having successfully steered both organizations from ideation to implementation.

Ravi Kumar

SVP/Head of Direct Bank, CIT

As head of Direct Bank for CIT, Ravi is responsible for the strategic direction and profitability of the Direct Bank franchise, focused on all things digital including product innovation and pricing and continually enhanced digital experience. Under his leadership, CIT Direct Bank has achieved double-digit retail deposit growth and one of the best interest expense and marketing expense efficiencies in its peer group while ensuring all activities are consistent with high standards of safety and soundness. And the bank has received numerous third-party accolades, including being named one of the 10 Best Online Banks two years in a row by

Prior to holding key leadership position at CIT, Ravi achieved a number of significant professional accomplishments in the financial services sector.  During a career spanning twenty five plus years he served as the head of business, a digital executive, and a product, marketing and customer experience executive.  

Ravi holds a bachelor’s in engineering degree and an MBA from Otterbein University.


03/03/2020 at 2:00 PM (EST)  |  Recorded On: 03/03/2020
03/03/2020 at 2:00 PM (EST)  |  Recorded On: 03/03/2020