Reseda Summit 2026: Baron Conway (Finalytics AI)

Baron Conway of Finalytics AI discussed the company’s recent presentation at FinovateFall, where the company showed new features in a live demo. He said the event was useful for comparing the company’s work with others in the financial technology space and for sharing what Finalytics is building.

A major topic was Finalytics’ personalization platform for credit unions and banks. Conway said the system starts on the public website by recognizing visitors and adjusting the experience in real time based on their likely needs.

The newest feature is a first-time visitor learner model that predicts what product or service an anonymous visitor may be interested in, using patterns learned from large-scale session and event data. He said the model uses variables such as location, device, operating system, and time of day, along with other signals. Finalytics tracks engagement through the process, including whether visitors move deeper into the site, start applications, complete them, and in some cases whether applications are funded.

Conway explained that the first visit is the only fully anonymous visit. After that, Finalytics assigns a unique identifier so the system can recognize return visits and continue personalizing content without using cookies.

He also described learner models that already identify existing members and their products, then recommend products they do not yet have. Another rollout connects behavior on the public website with digital banking, so a member who shows interest in something like a car loan or certificate can see related messaging after logging in.

Looking ahead, Conway said the company wants to become a broader personalization layer that can identify likely product interest, determine the right message, choose the best channel, and sequence communication across touchpoints.