SUBSTRATE FOR FINANCIAL SERVICES
Built for banks and financial institutions, Substrate connects every marketing channel and system you run, then fills the data gaps to deliver complete customer journeys to your dashboards, MMM and AI tools.
Lineage on every number · Onboarding handled by our team
25+ years
of measurement science behind the data ingestion and enrichment model.
2B+ rows
of marketing data ingested and harmonized for a single enterprise client.
Zero PII
Gaps filled by modeling from aggregate data. Person-level insights, no risk.
THE PROBLEM
Every platform takes credit for the same new account, so the totals never add up.
TV reports weekly. Search and social update hourly. Account openings live in the CRM, branch visits in a spreadsheet, and applications from partners like comparison sites, brokers and co-brand programs sit in someone else’s report. Before anyone can show what drove new deposits or card applications, someone stitches it together by hand, and compliance wants to know where every number came from. Substrate brings your data and your partners’ data together, fills the gaps, and builds in lineage.
Watch Video
See Substrate in 60 seconds.
1-minute product video — in production
Four steps, run by our team, so yours can get straight to the analysis.
01 · Connect
Plug in every marketing channel and system you run.
Digital and linear, OOH and radio, email and direct mail, CRM and branch activity, warehouse and clean room data. Every product line, from cards to mortgages, through our proprietary connectors. Missing a source? We build it.
02 · Clean
Make every number mean the same thing.
Our TechOps team standardizes naming, taxonomies and KPIs across every platform, so “spend” means spend and “new account” means the same thing in every report. You don’t run the pipeline. We do.
03 · Complete
Fill the gaps your platforms leave.
Walled gardens, offline conversions and privacy rules leave holes in every journey. Substrate reconstructs them from aggregate signals, so you can see how TV, digital and branch activity work together to drive applications, without touching customer PII data.
04 · Activate
Send it wherever decisions get made.
Publish enriched data to your warehouse, BI dashboards, MMM partner or CDP — or straight into Claude and ChatGPT. The data is yours, portable and every output carries lineage your compliance teams can trace.
Schedule a demo
AI Readiness
Is your data AI-ready?
63% of marketing teams don’t have the data foundations to get full value from AI. AI-ready data meets six criteria: Integrated, Clean, Structured, Accessible, Shared and Fast. Substrate builds all six.
50%
of AI returns lost when one criterion is missing
Marketing Evolution, The Performance Divide study, 2026 (n=150).
Multi-channel by design.
TV, radio, digital and branch activity in one dataset, across every product line. Not another digital-only view.
White-glove onboarding.
Our TechOps team handles ingestion, cleaning and normalization. No new pipeline for your data team to build or maintain.
Privacy-safe.
No PII, no cookies, no identity graphs. Your privacy and legal teams can rest easy.
Governed & auditable.
Validation, lineage and pipeline monitoring, so every number can be traced to its source when audit asks. Issues flagged before they enter the model.
AI-ready output.
Governed, consistent marketing data — grounded in your business context — that your approved AI tools and internal agents can reason over.
PRIVACY
For a bank, it’s the first question: how do you get that level of detail without PII? Substrate models synthetic customer journeys from aggregate signals and licensed demographic data — age, geography, education, behavior — never tracked from PII. Journey-level analysis, with nothing to leak.
No PII ingested
No cookies or identity grabs
Journeys modeled from aggregate data
Lineage and audit trail on every output
Visit the Security & Trust center
Native connectors bring in paid, owned and earned data from every major platform, normalized and ready on arrival.
NATIVE CONNECTORS
Google Ads
Search & video
Meta
Paid social
Paid social
Microsoft Ads
Search
Amazon Ads
Retail media
TikTok
Paid social
Paid social
Paid social
Snapchat
Paid social
X
Paid social
Salesforce
CRM
HubSpot
CRM
Klaviyo
Snowflake
Warehouse
…plus linear TV, CTV, radio and OOH, branch and offline activity, BigQuery and AWS, flat files, and custom connectors for any source we don’t support yet.
SEND DATA OUT TO
Tableau
Looker
MMM partners
CDPs
Data warehouses
Claude
ChatGPT
Your own agents
See all integrations
CASE STUDIES
See how banks use connected, enriched marketing data to grow brand equity and acquire customers more efficiently.
LEADING U.S. GLOBAL BANK · 200M+ CUSTOMER ACCOUNTS
+6 pts
brand equity uplift in one year
The bank’s Head of Global Branding couldn’t tie brand and product campaigns to Reputation and Preference, so budgets across Card, Bank and Brand were largely guesswork. Connecting product and portfolio media across the full journey revealed the halo effect — and moved every division from a TV-first plan to digital video and CTV.
$100M+
annual media connected across Card, Bank and Brand
Card + Bank
preference both lifted from the mid-30s
Read the case study
NORTH AMERICAN BANK · NEW PRODUCT LAUNCH
51%
lower cost per acquisition with contextual targeting
Launching a new checking account, the bank assumed young suburban families were its audience. Joined-up audience and channel data showed the customers actually converting were more often single, divorced or self-employed — and that contextual targeting acquired them at 51% below the average CPA across all tactics.
New audience
validated and scaled beyond the traditional demographic
#1 tactic
contextual confirmed as the lead acquisition driver
Read the case study
FAQ
What exactly is Substrate?
How is it different from a CDP or a BI dashboard?
How does Substrate handle privacy?
Does Substrate use our customer data?
If there’s no personal data, how detailed can insights get?
Which platforms and tools does it connect to?
What does implementation look like?
How is Substrate priced?
SCHEDULE A DEMO
A walkthrough using a bank marketing mix like yours. No prep needed, and no customer data required.
How Substrate connects TV, digital, CRM and branch data
How zero-PII journey modeling works
What onboarding looks like for your team
+6 pts
brand equity uplift in one year at a leading U.S. global bank with 200M+ customer accounts.
Book your demo
First name
Jane
Last name
Smith
Work email
jane.smith@bank.com
Company
Your institution
Job title
VP, Marketing
Annual media spend (optional)
Select a range
By submitting, you agree to our Privacy Policy.