8x
Digital account opening revenue driven from personalized engagements*
Cadence Bank is a leading regional banking franchise with $50 billion in assets and 390 branch locations across the South and Texas. Following an initial replatform implementation, Horizontal Digital continues to enable Cadence Bank’s business growth objectives by creating seamless experiences that drive digital deposit growth and strengthen customer relationships.
The situation
Cadence Bank needed to transform from disconnected marketing channels into a unified, omnichannel experience as they grew from M&A opportunities that would:
The response
What started as a simple website redesign became a full-scale digital transformation.
Horizontal Digital helped Cadence Bank move from a project-based approach to a continuous, always-learning product optimization model — driving faster innovation and better customer experiences.
Cadence Bank’s team continues to stay a quarter ahead in solution design while maintaining a healthy backlog of future improvements. This ongoing collaboration enables business agility to meet changing customer expectations while keeping momentum towards strategic priorities.
A thorough discovery phase helped define the experience strategy and technical blueprint needed to support their business goals. We streamlined hundreds of pages into a clean, user-friendly site. This new site laid the groundwork for continuous improvement and a stronger visual brand identity.
Since launch, we’ve helped Cadence Bank refine its customer experience—a key differentiator for its brand. By supporting their shift to an agile way of working, our team has enabled faster deployments and ongoing improvements, which include:
Fraud awareness: Improves account security and user trust
Branch locator: Increases in-person traffic and lead generation
Mortgage loan officer search: Streamlines user experience for loan inquiries
Language functionality: Broader accessibility for diverse customer needs
UX design improvements: Elevating the brand and improving navigation
Additionally, Horizontal Digital’s managed services team uses real-time data to identify site enhancements, resolve issues quickly, and keep the site secure and stable. This proactive support helps Cadence Bank deliver a seamless and reliable online banking experience.
To increase account openings and optimize conversion rates, we implemented personalized user journeys designed for specific customer segments:
First-time visitors: Drives new customers to conversion faster with a direct path to view bank account options
Interest-based targeting: Serves up personalized product recommendations based on user behavior (e.g., checking, savings, money market accounts)
With each sprint, our team tests and refines based on the real-time insights collected from site users. The Horizontal team is looking for what’s working, what’s not working, and new opportunities for conversion throughout the entire banking experience.
“Horizontal’s partnership has been instrumental in helping us deliver a more connected, personalized banking experience. They consistently bring fresh ideas to the table based on their knowledge of the financial services industry, as well as their digital expertise. The ability to rapidly respond to customer needs and drive measurable revenue has had a significant impact on our business. We value their team and appreciate their dependability.”
Jackie Hooper, EVP, Chief Marketing Officer at Cadence Bank
The results
Our cross-functional efforts have elevated the brand to deliver on Cadence’s reputation for superior banking experiences. Additionally, the client’s digital operations continue to see efficiency gains and can quickly respond to customer challenges.
Together, we’ve ensured that the Cadence Bank website fuels acquisition, growth, and retention—and the numbers speak for themselves.
*Data from GA4 Explore Report comparing average purchase revenue per active user – with and without a personalization action; revenue based on initial deposit only.
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