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Jake Fowler

New Opportunities for Acquiring Borrowers in The Digital Customer Journey



Ron Shevlin, Director of Research at Cornerstone Advisors

Tom Johnson, Sr. Partner, Cross Product Solutions Credit Risk Lifecycle Solutions, FICO


90% of purchase decisions in banking are based on shopping or research processes, and not on prior relationships. While bank marketers might wish otherwise, the reality is that consumers’ interest in their products exists almost entirely in the context of non-bank activities—trading in for a new car, searching for a bigger home, shopping on

Opportunities abound to seamlessly embed financial products and services within emerging third-party platforms and new points-of-sale. And fintech startups and non-bank technology companies are rushing to seize them.   

For banks looking to keep pace, the challenge is ensuring that their marketing, underwriting, product design, data management and analytics capabilities are ready to support the customer acquisition strategies that can capitalize on these new opportunities.   


  1. Activity-based marketing. What it is and how it can benefit banks in better engaging and selling to customers and prospective customers.
  2. The platforms and points-of-sale in key verticals—automotive, retail, real estate—that banks need to pay attention to. 
  3. The capabilities that banks need to improve in order to capitalize on these emerging marketing and acquisition opportunities.


  1. Identify and prioritize promising new customer acquisition channels and product categories.
  2. Understand the landscape of current platform and POS financial services providers, including key competitors and potential partners.
  3. Learn what new skills and technology—in marketing, credit risk management, product design, and data science—are critical for success in this new acquisition environment. 

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Ron Shevlin

Director of Research, Cornerstone Advisors

Ron Shevlin is the Director of Research at Cornerstone Advisors where he heads up the firm’s strategic research efforts. Author of the book Smarter Bank and the Fintech Snark Tank on Forbes, Ron is ranked among the top fintech influencers globally, and is a frequent keynote speaker at banking and fintech industry events. His prior experience includes research and consulting for Aite Group, Forrester Research, and KPMG. Ron has an MBA from the University of Texas at Austin and a bachelor’s degree in Economics from SUNY Binghamton.  

Tom Johnson

Sr. Partner, Cross Product Solutions Credit Risk Lifecycle Solutions, FICO

Tom Johnson, Sr. Partner, Cross Product Solutions Credit Risk Lifecycle Solutions, FICO

Tom Johnson is a Senior Partner, Cross-Product Solutions at FICO, responsible for bringing together the company's products and capabilities into new, innovative solutions for the market. Tom has 30+ years of experience helping lenders design and implement cutting-edge technology platforms, including the initial development of both DealerTrack and LendingTree. Prior to joining FICO, Tom spent 17 years at Zoot Enterprises, where he led product and business development.


04/23/2019 at 2:00 PM (EDT)  |  Recorded On: 04/24/2019
04/23/2019 at 2:00 PM (EDT)  |  Recorded On: 04/24/2019 Please click the button to the right to join the webinar.