Omnisient launches Basket Signals in the U.S. for banks

Omnisient has launched Basket Signals in the U.S., a product that uses anonymized SKU-level shopping data and AI to help banks find new customers, grow deposits and improve lending decisions. The tool debuted at FinovateFall in New York on Sept. 10 and is designed to let banks learn from retail purchase patterns without exchanging customer identities.

Why it matters: - Banks often rely on broad demographics and limited credit files when deciding who to target, who to approve and where to spend marketing dollars. - Basket Signals adds product- and brand-level shopping behavior that can reveal affordability shifts, life stage changes and likely financial product needs. - Omnisient says the approach can help banks focus acquisition spending, improve deposit growth and give some applicants a second look when traditional data falls short.

What happened: - Omnisient launched Basket Signals in the U.S. to let banks work with retailers and apply AI to anonymized SKU-level shopping data. - The product made its live debut at FinovateFall in New York on Sept. 10. - Omnisient says the system helps banks win new customers, grow deposits and improve lending decisions.

The details: - Basket Signals combines retailer-direct shopping data, AI and privacy-preserving collaboration in one analytical environment. - Banks can work with anonymized profiles tied to product- and brand-level purchase behavior. - Retailers keep control of their data. - Banks do not receive identifiable shopping histories or the retailer’s customer data. - Built-in AI models and analytics tools let banks build, test and refine models for marketing, deposit growth and lending goals. - With the consumer’s consent, Basket Signals can add shopping-based signals when conventional lending data is thin, outdated or limited. - The bank keeps control of credit policy, model governance and the final lending decision. - Omnisient says the platform does not buy, sell or resell consumer shopping data.

Between the lines: - The product targets a gap in banking analytics: transaction-level shopping behavior can be more revealing than demographics, but privacy and data-sharing rules have limited access. - Omnisient is positioning Basket Signals as a way to use retail data without creating a customer-data swap between banks and merchants. - In international deployments, the company says the approach cut cost per applicant by 74% and delivered a 728% return on ad spend. - Omnisient also says previous deployments improved repayment prediction by about 40% and helped 3.2 million consumers qualify for credit. - The company was founded in 2019 and operates in the U.S., U.K., Middle East, Brazil and South Africa. - TransUnion is a strategic partner and minority investor. - Omnisient says its technology is used by more than 100 enterprises and has protected more than 500 million consumer records. - CNBC named Omnisient one of its World’s Top Fintech Companies in 2026, and Finovate gave the company its 2024 Excellence in Financial Inclusion Award.

What's next: - Banks using Basket Signals can target audiences through participating retailers without receiving individual shoppers’ identities. - Omnisient expects the platform to support more precise campaigns, stronger deposit acquisition and more informed lending decisions as adoption grows. - The company’s LinkedIn page and YouTube channel are available for updates.