Today’s savers are no longer satisfied with generic financial products. They’re looking for experiences that reflect their individual goals, behaviours and life stages. Whether saving for a first home, a family holiday or retirement, one-size-fits-all solutions no longer suffice. People expect their financial institutions to understand them and provide guidance and tools that feel personal, timely and relevant to them.

At the same time, the financial landscape is becoming increasingly complex. When you’re dealing with jargon-filled conversations and an interest rate that rarely seems to stay in the same place for too long, planning ahead can feel like an impossible task. It doesn’t need to be this way. Technology can play a vital role in cutting through the noise - helping savers feel confident and in control of their financial journey at every step of the way.

Why savers crave personalisation

We live in a world where almost everything – from Spotify playlists to algorithmically-generated shopping recommendations - is personalised. So why should saving money feel any different? People now expect financial services to offer insights and advice that match their unique circumstances. And they want it now. In fact, over 70% of UK account holders already use mobile banking apps to manage their finances, and younger groups lead the way – with 85% of 18–24-year-olds engaging with apps on a regular basis.

So what might a personalised service look like in practice? A young professional saving for a deposit, for example, may get nudges to explore higher-interest accounts or automated monthly contributions, while a retiree might receive tips on adjusting their savings plan to counter inflation. Financial institutions that fail to meet these expectations risk appearing out of touch, while those that grab personalisation with both hands can make their services feel far more meaningful to the normal customer.

How technology brings savings to life

But this isn’t just speculation; technology is already making personalised savings a reality. Modern platforms can track progress, predict needs and deliver actionable insights and with more people than ever turning to mobile apps for their everyday finances, adoption is only accelerating. Daily mobile banking usage has risen by 15% since 2020, reflecting the growing appetite for digital-first tools.

Digital apps now give users a complete view of all their savings goals, while offering tailored suggestions to reach them faster. Some institutions are using Artificial Intelligence (AI) to alert members when interest rates improve or when a small tweak to their contributions could make a significant difference to long-term returns. By making saving smarter and more intuitive, technology helps members feel in control of their financial journey.

Building Societies in the digital spotlight

For building societies, technology isn’t just a convenience - it’s a chance to stand out. Many societies are now launching apps and online tools that give members a clear view of their accounts and savings goals. Some platforms even allow members to simulate ‘what-if’ scenarios, such as increasing monthly savings, so they can see the potential long-term impact. These tools help societies maintain a personal touch in a digital-first world.

Turning personalisation into a competitive advantage

Offering personalised experiences is not only convenient but builds loyalty. Building societies that understand their members’ goals and behaviours can benefit from stronger, long-term relationships. For example, members who frequently save for short-term goals might be offered flexible savings accounts with bonus interest, while those planning a home purchase could be guided toward mortgage-linked savings solutions. These tailored experiences make members feel valued and supported.

The future is personal and proactive

Savings are evolving, and so are the people who save. Today’s consumers expect financial services to be tailored to their own individual journeys. By harnessing technology, building societies can not only meet these expectations but exceed them. AI-driven personalised alerts can notify members of new opportunities, rate changes or small adjustments that could maximise returns, bringing a proactive approach to everyday savings.