Bank of America
www.bankamerica.com

Bank of America’s Build Your Own Bank, was the industry’s first personalized Web site back in late 1995. After logging-in, users are greeted with “Welcome to the Bank of username.” I had not logged in for over a year and was greeted with 16 pages of messages and news.

Fleet Financial
www.fleet.com

Fleet’s Personal Navigator has been around for more than a year now. Fleet is still using the same five profiling questions which cover age, family status, home ownership, financial wherewithal, and preferences in cars. No word as to what, if anything, they are doing with this data. I haven’t ever been contacted by the bank, despite having been in the database for over a year. Of course, I have an out-of-area zip code.

Deposit Guaranty
www.dgb.com

We really like Deposit Guaranty’s Express Menu. Rather than employing pesky cookies, or requiring users to memorize users IDs and passwords, the bank creates personalized menus on the fly. It only takes a few seconds to check the boxes. One improvement, in our view, would be the ability to bookmark the personalized menu for future reference. The ill-fated First Interstate site used this technique.

PNC Bank
www.pncbank.com

PNC Bank is the latest with a customized Web page called, what else, Customized Banking. It includes both a Personal Profile and an Entrepreneur’s Profile.

See also: Summit Bank www.summitbank.com profiled last month.