In today's competitive fintech landscape, success hinges on how quickly you solve problems and how early you detect them. Waiting for customers to reach out is no longer enough. Leading fintechs are turning to proactive support—a data- and insight-driven approach that anticipates friction points and resolves them before they escalate.

As per Gitnux, 70% of fintech users expect their providers to proactively offer financial advice and 77% of customers want personalized communication from their fintech providers.

Proactive support reduces churn by up to 15%, cuts the cost of issue resolution, and—most importantly—builds trust that translates into long-term loyalty.

Why It Matters to Fintech Leaders

As per Accenture Global Banking Consumer Study 2025, just 32% of customers feel service quality has improved in financial services over five years, while only 18% believe technology has enhanced their experience, signaling vast opportunities for fintech-led CX improvement.

Your users manage money, credit, and high-stakes transactions, and any hiccup can quickly lead to their frustration. Fintech leaders must consider ways to turn those risk moments into relationship wins.

Instead of reactive firefighting, your support strategy becomes a growth enabler:

Reducing inbound support volume and operational cost
Strengthening customer satisfaction and Net Promoter Score (NPS)
Creating positive, brand-building moments that deepen engagement

What Proactive Support Looks Like in Fintech

Smart Monitoring & Early Detection
Spot signals like failed login attempts, stalled applications, transaction declines, or repeated help queries in real time.
Contextual, Automated Interventions
Push alerts, chatbots, or SMS messages deliver help when and where needed—no ticket required.
Hyper-Personalization
Messages are tailored to the user's context, behavior, and intent, showing them you "get it" without them asking.
Omnichannel Integration
Ensure support continuity across your app, website, emails, and voice channels.
Feedback Loops that Drive Action
Post-resolution surveys and real-time sentiment analysis feed continuous improvement visible to the customer.

Case in Point: Jordan's Story

Jordan, a fintech app user, faces account lockout while traveling abroad. Before he can panic, the app triggers a push notification with tailored instructions and a one-tap recovery link. Jordan regains access in minutes without contacting support. A follow-up message reinforces trust, turning what could've resulted in a lost customerinto brand loyalty.

Scale Without Compromise

For fintechs with lean internal teams, scaling proactive support is possible through the right partnerships. Working with experienced CX outsourcing providers gives you access to proactive monitoring, automation frameworks, and multilingual coverage, without the overhead.

Final Word for CX Leaders

According to the Global Outsourcing Survey 2024 by Deloitte, 59% of companies cite cost cutting, and 57% cite freeing up internal resources for core priorities as primary outsourcing motivations.

Proactive support isn't just the future of CX—it's the foundation of customer trust, cost efficiency, and long-term loyalty. `Forward-thinking fintechs aren't waiting for issues to arise—they anticipate them, resolve them early, and win customer hearts.

At IGT Solutions, we help fintech companies transition from reactive to proactive with intelligent support models, AI-led automation, and always-on service delivery.

Ready to stay ahead of your customers' needs?

Let's build a proactive support engine that turns every potential issue into customer support done right.

Melissa Rumball
Vice President - Fintech & Banking
IGT Solutions

Melissa Rumball is a seasoned financial services executive with over 25 years of experience in customer experience, operations, and contact center management. She has held leadership roles at prestigious institutions such as Citizens Bank, Santander, and Happy Money, where she has consistently driven operational efficiency, innovation, and strategic growth.

As Vice President of Fintech and Banking at IGT Solutions, she is helping clients transform financial services through her leadership, strategic vision, and commitment to customer-centric excellence.