What is the opportunity?

Next Best Action (NBA) is a specialized group within RBC Personal Banking that combines data, marketing, advanced analytics, and AI to bring hyper personalization to all RBC clients across all client touchpoints. By leveraging RBC’s large data scale, artificial intelligence (AI), privileged loyalty program and partnerships, NBA has the ambition to bring the best of RBC to help clients achieve their financial goals, tailoring the experience for every client such that the message is perfectly timed, presented in path and personalized for that specific client need. Embedded across Lines of Business and aligned with marketing, digital, and product teams, NBA is critical to deepening client relationships, increasing engagement, and enhancing how we show up for clients daily.

NBA is foundational in RBC’s Personal Banking strategy to deliver more value for all Canadians through simpler experiences, more thoughtful recommendations, and more holi...