Top 5 Customer Value Management (CVM) Platforms for Financial Services in 2026
Banks, insurers and fintechs are all wrestling with the same reality: acquisition is getting more expensive, regulation is getting tougher, and customers can switch with a couple of taps. Growth increasingly depends on how well you manage value over time – onboarding, cross-sell, usage, risk and retention – not just how many new customers you sign today.
That is essentially what Customer Value Management (CVM) is about, and why dedicated CVM platforms are starting to appear in financial services. They bring together customer data, analytics and decisioning so that banks and fintechs can design offers, journeys and policies around long-term value instead of one-off transactions.
Below are five notable CVM platforms used in financial services as of 2026. This isn’t an exhaustive ranking of every vendor on the market, but a practical look at tools that actually position themselves around CVM and have clear relevance for banks, lenders and payments players.
1. Exacaster CVM Platform
Exacaster’s CVM Platform originated in high-volume subscription industries such as telecom, but the architecture is a very natural fit for financial services and fintech as well: recurring relationships, lots of behavioural data, and a constant balance between growth and risk.
At the heart of the platform is a customer data layer that pulls together billing, transactional and behavioural information into a consistent profile that works for both “classical” subscriptions and more fluid, prepaid-like relationships (for example, mobile wallets or top-up products). On top of that sit AI models for churn, propensity and value, a next-best-action / next-best-offer engine, and an orchestration layer for lifecycle programmes across channels.
In financial services, that translates into use cases like:
- onboarding journeys that drive first transaction, card activation or salary inflow,
- cross-sell and upsell of cards, consumer finance, savings and investment products,
- dormancy and churn prevention for cards, current accounts and digital wallets, and
- behaviour-based pricing and limit management that respond to a customer’s risk and value.
Beyond the software, Exacaster also invests in CVM as a discipline. The company maintains a Customer Value Management Body of Knowledge (CVMBoK), publishes benchmarks and runs a podcast where banks, telcos and fintechs discuss real CVM practices. For financial services players that want more than just a tool – a way to build a proper CVM function – this combination of platform plus methodology is often what makes Exacaster attractive.
2. Nexi – CVM Built on Payments and Loyalty
Nexi, one of Europe’s major paytech groups, approaches CVM through the lens of payments and loyalty. Its CVM offering for banks is tightly coupled with card and payment data: who is using which card, where, and for what.
Nexi typically combines three elements. First, engagement programmes and loyalty schemes that encourage card usage and digital payments, often with catalogues of rewards or card-linked offers. Second, customer journeys that nudge people towards behaviours such as activating a card, switching to contactless or using a mobile wallet. Third, data science services that analyse payment patterns and identify which customers are at risk of attrition or under-utilisation.
For retail banks and card issuers whose customer relationships are heavily driven by payment behaviour, this kind of CVM is a natural match. Rather than building everything in-house, the bank can lean on Nexi’s existing payment infrastructure, loyalty tooling and analytics, and focus its internal effort on defining propositions, guardrails and governance.
3. Baker Hill NextGen – CVM Inside a Banking Analytics Suite
Baker Hill is best known in North America for lending and analytics solutions for community banks and credit unions. Within its NextGen Analytics and Marketing platform, it offers a CVM capability aimed squarely at these institutions.
Here, CVM is framed less as a martech add-on and more as a banking workbench: relationship managers and marketers can see the value and risk of each client, track opportunities and referrals, and coordinate outreach. The platform uses data on accounts, loans and interactions to highlight where there is potential to deepen a relationship and where there is a risk of attrition.
Because Baker Hill is deeply integrated into the workflows of smaller financial institutions, its take on CVM often feels like an extension of what banks are already doing. For community banks and credit unions who want to become more data-driven in how they prioritise relationships – but don’t want to assemble a separate CDP, campaign tool and analytics stack – this embedded CVM approach can be easier to adopt.
4. Konan CVM by Synapse Analytics – Credit-Centric CVM
Synapse Analytics’ Konan CVM targets a different part of the financial services world: lenders, especially digital-first ones. Instead of starting from marketing campaigns, it starts from credit decisions and policy.
Konan is built on a real-time policy engine that slots into lending workflows. Customer value management here means dynamically adjusting who gets offered which product, at what limit, price and terms, based on an evolving view of both risk and value. It ingests alternative data, runs AI-based scoring and enables banks and fintechs to change policies quickly as they learn.
For retail banks, SME lenders and fintechs whose economics depend heavily on non-performing loan rates, acquisition cost and lifetime yield, this kind of CVM is compelling. Rather than treating “marketing” and “risk” as separate islands, Konan’s view is that the most powerful lever on customer value is the way you manage credit and limits over time.
5. Evolution by Evolving Systems – Engagement, Loyalty and CVM
Evolution, from Evolving Systems, sits at the intersection of loyalty, gamification and CVM. Originally developed for telecoms, it has been adapted for financial institutions that want to drive everyday engagement, especially around cards and digital banking.
The platform lets banks run loyalty schemes, games and targeted campaigns, relying on customer data and location to make interactions more relevant. CVM in this context means identifying high-value relationships, rewarding profitable behaviour, and nudging customers towards products or habits that increase lifetime value – for example, using a bank’s own app instead of third-party channels, or consolidating spend on a primary card.
For banks that see engagement and rewards as the main levers of value – and that want to experiment with more playful, gamified approaches – Evolution offers a way to turn CVM ideas into concrete programmes without building everything from scratch.
Choosing a CVM Platform for Financial Services
All five platforms above talk about “customer value”, but they start from different places.
Exacaster looks at CVM as a full-stack discipline: unify data, build AI models, decide the next best action and then execute programmes across the lifecycle. Nexi builds CVM on top of payment and loyalty infrastructure, maximising the value of card and digital-payment relationships. Baker Hill weaves CVM into banking analytics and relationship-manager workflows. Konan treats CVM as an extension of credit policy and lending decisions. Evolution mixes loyalty, gamification and campaigns to keep customers engaged.
For a bank, insurer or fintech, the right choice depends less on the logo and more on a few blunt questions:
- Where is the biggest opportunity or leakage today – in engagement and cross-sell, in card usage, in loan performance, in churn?
- Which data assets do you already have under control, and which are still fragmented?
- Who will actually use the platform day to day – a central CVM team, branch staff, risk, relationship managers, marketing?
Answer those honestly first, and the “top 5 CVM platforms for financial services” quickly becomes more than a list: it turns into a set of clear trade-offs about architecture, governance and time to value, including whether something like Exacaster’s end-to-end CVM stack is the right starting point for you.
FAQ
What makes a CVM platform suitable for telecom?
Telecom CVM platforms support high-volume data, prepaid and postpaid journeys, churn prediction, and omnichannel execution.
Can CVM platforms handle both B2C and B2B subscriptions?
Yes. CVM principles apply to both consumer and enterprise subscription models, though execution differs.
How long does a typical CVM implementation take?
Modern CVM platforms often deliver initial value within weeks, depending on data readiness and integrations.
Do CVM platforms require large internal teams?
No. Many platforms are designed for business users and support managed CVM services when capacity is limited.