The change in customer behaviour and the new digital native segments highlight the need to improve our knowledge of them, in order to establish a better relationship between financial institutions and their clients and potential clients, optimise their loyalty through the personalisation of the product offer, and the design of micro-segmented communication campaigns. The incorporation of advanced analytics and artificial intelligence solutions, as well as the enrichment of internal data sources with external data sources, are the basis for personalising the communication strategy with clients based on an exhaustive knowledge of their relationship with the entity and the strategy for attracting potential clients.