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Pricing based on holistic relationship value across
customer and customer groups including complex relational conditions
Pricing to the segment of one – contextual and real-time pricing driving highly personalized pricing strategies
Configurable, rule-based pricing allows for quick launch and change management with a reduced launch and operating costs
Enterprise-level capability for pricing of all products, services, events and transactions
Reduced risk through real-time, analytics-driven decision-making, based on insights through rules and persona-based dashboards
Reduce conduct risk and ensure compliance with regulatory guidelines through end-to-end auditing, traceability and enhanced controls
In most banks, pricing decisions are still made at the product level, resulting in fragmented and inconsistent experiences for customers who hold multiple products or accounts. This restricted view prevents banks from recognizing the full value of a customer’s relationship that may span deposits, loans, investments, and payments. This results in missed opportunities for loyalty-based rewards or cross-selling incentives.
With SunTec Xelerate Relationship-Based Pricing banks can shift from isolated product pricing to a relationship-centric pricing model. The product collates data across all lines of business to create a unified view of customer value. This includes parameters such as portfolio composition, behavioral patterns, creditworthiness, and revenue contribution. This holistic perspective allows financial institutions to design pricing strategies that reward high-value customers, encourage deeper engagement, and align pricing with the bank’s strategic goals.
AI-powered relationship intelligence enhances this holistic view by continuously analyzing customer behavior, product adoption, transaction patterns, and lifetime value indicators. Machine learning models can surface hidden relationship signals, such as emerging high-value customers or declining engagement, enabling banks to proactively adjust pricing strategies. This transforms relationship pricing from a static snapshot into a continuously learning model that evolves with each customer interaction.
Traditional pricing models struggle to deliver the level of personalization customers today expect. Static rate sheets or manual discount approvals cannot keep pace with the real-time dynamics of customer interactions, market conditions, and behavioral insights.
With SunTec Xelerate, banks can configure rules-driven, dynamic pricing at both the customer and segment levels. The product allows relationship managers to apply intelligent rules. For example, granting preferential FX spreads or reduced service fees for high-value corporates or bundled offerings for loyal household relationships. The system evaluates contextual data such as transaction volume and value, product mix, tenure, and more and applies pricing logic that updates in real time. This ensures that pricing remains relevant, competitive, and aligns with customer potential.
AI-driven personalization engines analyze real-time context alongside historical behavior to recommend optimal pricing actions for individual customers and segments. By learning which pricing strategies drive higher engagement, conversion, or retention, AI helps fine-tune contextual pricing rules automatically. This enables hyper-personalization at scale while preserving governance through controlled rule frameworks.
In many organizations, different business units maintain separate pricing systems for loans, deposits, cards, and treasury services, resulting in duplication, data inconsistencies, and complex change management. Such silos make it difficult to maintain governance or achieve agility in launching new products.
SunTec Xelerate unifies all pricing structures such as fees, rates, discounts, and benefits, within a single enterprise pricing master. The centralized pricing catalog provides a shared repository for all pricing rules across products and services, ensuring consistency, transparency, and faster rollout of new pricing. Version control, approval workflows, and complete traceability improve governance and auditability and ensure that every pricing decision is accurate and compliant.
AI-enabled validation continuously monitors alignment between pricing definitions and downstream execution across channels and billing systems. By detecting inconsistencies, unusual rate applications, or configuration conflicts, AI helps prevent pricing errors before they impact customers or revenue. This intelligent oversight strengthens enterprise-wide pricing consistency while reducing manual reconciliation effort.
In a regulated environment where pricing fairness and transparency are critical, banks must be able to demonstrate how and why specific pricing decisions were made. Manual documentation or fragmented systems make this process inefficient and prone to oversight.
SunTec Xelerate Relationship-Based Pricing provides a fully auditable and version-controlled record of every pricing rule, parameter, and change. It enables compliance teams to trace pricing outcomes back to their originating rules and configurations. This ensures adherence to regulatory frameworks requiring fairness, transparency, and non-discriminatory pricing and gives regulators and internal auditors complete visibility into the pricing lifecycle.
AI-powered compliance analytics can proactively scan pricing outcomes to identify potential bias, outliers, or deviations from approved policies. By continuously comparing applied pricing against regulatory thresholds and internal guidelines, AI supports early detection of fairness risks and simplifies regulatory reporting. This moves compliance from periodic review to continuous assurance.
Without centralized visibility, it can be impossible to identify revenue leakage, margin erosion, or sub-optimal pricing strategies. Static reports and manual analyses fail to capture the nuances of how pricing decisions impact profitability at the relationship level.
SunTec Xelerate Relationship-Based Pricing leverages analytics-driven insights to help banks optimize revenue, improve margins, and align pricing with business objectives such as acquisition, retention, and growth. Through real-time dashboards and predictive analytics, the product identifies pricing trends, detects anomalies, and provides actionable recommendations for improvement. It also offers pricing benchmarks. This empowers business leaders to fine-tune pricing strategies proactively, ensuring every customer relationship is priced for maximum mutual value.
AI models enhance revenue optimization by predicting the impact of pricing changes on customer behavior and profitability. By learning from historical pricing outcomes and relationship performance, AI can recommend margin-improving actions, highlight underpriced relationships, and flag early signs of churn risk. This enables banks to move from reactive margin management to proactive, intelligence-led revenue growth.
