IDBI Bank turned push notifications from a liability into a measurable, compliance-safe growth channel — real-time segmentation by lifecycle, intent and activity replacing batch-and-blast.
IDBI Bank, an Indian public-sector commercial bank, was operating in a regulated BFSI environment with high notification fatigue. Its mobile experiences span the GO Mobile+ banking app, IDBI eRupee CBDC application and segment-specific products such as the Senior Citizens Savings Scheme.
Batch-based pushes were driving low engagement and rising opt-outs. The bank needed to increase adoption of priority features without compromising customer trust or regulatory compliance — difficult in a category where most banks default to broadcast notifications.
Appice deployed real-time segmentation by lifecycle, intent and activity. Decide drove predictive timing and frequency capping; Allyvate AI personalised content and selected deep-linked CTAs per customer; Inform enforced consent-based delivery with full audit trails — PII never leaving the bank's perimeter.
+15% push open rates and +41% CTR uplift. +18% adoption of security and priority features. +12% improvement in 30-day retention. Opt-outs reduced 5% through lower notification fatigue. Push became a measurable, compliance-safe growth channel rather than a liability.