Synovus Financial Supports Client Relationships with Profisee MDM
Using MDM to fully understand customer and household relationships to deliver additional value to customers and ensure uninterrupted customer service.
years of history
in assets
branch locations
Name: Synovus Financial
Headquarters: Columbus, GA
Industry: Financial Services
Customer: Since 2024
Data Types Mastered with Profisee
- Customer data
- Household data
Originally founded over 130 years ago as a textile mill in Georgia, Synovus Financial is a top-performing mid-cap bank with $60 billion in assets and $7.3 billion in capital. Today, Synovus is recognized as one of the most respected financial institutions in the southeastern United States and offers a variety of financial services from personal and business banking to mortgages and investments.
Synovus aims to deepen customer loyalty and grow its share of wallet by adding services across its business, household and family segments. However, siloed, account-centric systems stood in the way. Each service line — personal, commercial, mortgage and wealth — kept its own customer data, creating inconsistent records. Staff had to reconcile and perform cross-service customer mapping on these records by hand before they could generate insights — a slow and costly process.
To expand customer relationships across additional service offerings, Synovus recognized the need for a more robust, automated way to identify customers and households bank-wide. This prompted Synovus leadership to explore solutions capable of identifying account holders, corporate owners or shareholders, officers within commercial accounts, asset and wealth management clients and other key individuals across all service lines. Understanding that this was fundamentally a master data management challenge, Synovus conducted a rigorous evaluation and selected Profisee as its master data management solution partner.
The Solution
With Profisee, Synovus has been able to nearly fully automate the identification and reconciliation of individuals and households across all service lines. Profisee enables Synovus to consistently and accurately understand the full relationship between the bank and its customers, including household linkages. With complete visibility into relationships among its two million customers, Synovus is empowering its customer-facing bankers, sales teams and marketing staff to grow and expand relationships based on rich customer and household insights delivered by Profisee.
The Wins
Armed with customer and household insights powered by Profisee, Synovus can now identify cross-selling opportunities and more effectively drive revenue and customer satisfaction efforts. With comprehensive visibility across retail, commercial, mortgage and wealth management services — and clear linkages to relationship managers — Synovus can now instantly identify customers affected by changes in relationship manager assignments. This ensures continuity of service and prevents “orphaned” customers. Together, these capabilities drive customer retention and deliver best-in-class service, supporting Synovus’ broader organic growth initiatives.
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