How can banks and other financial institutions offer their customers dynamic, AI-powered experiences that provide better, faster, more personalized solutions and services compared to the generic, static interactions of the past?

In this extended conversation, Finovate Global talks with Jac Dunne, Founder and CEO of Dimply, about what her company is doing to help financial services companies design, deploy, and optimize embedded journeys for their customers.

Dimply offers a no-code solution that enables non-technical teams to transform data into hyper-personalized, embedded journeys in apps, websites, portals, and more. Dimply’s technology combines data orchestration, personalization, and seamless integration to help firms boost engagement, enhance trust, and deliver customer value.

Headquartered in Dublin, Ireland, Dimply was founded in 2020. The company made its Finovate debut at FinovateFall 2024 and subsequently demonstrated its technology before Finovate audiences at FinovateEurope 2025 and FinovateFall 2025.

What problem does Dimply solve and who does it solve it for?

Jac Dunne: Financial institutions hold vast amounts of customer data, but struggle to translate this into experiences people find helpful. The gap is widening. Customers now expect the personalization they experience with consumer apps, but financial services organizations move too slowly to meet these expectations.

The problem sits at the intersection of strategy and execution. Product managers understand what customers need. Designers know how experiences should work. But both depend on engineering teams to make anything real. Simple changes take quarters. Testing ideas means filing tickets. By the time something launches, priorities have shifted.

Dimply gives product practitioners the ability to build and deploy customer experiences without engineering dependencies. Product managers, designers, marketing specialists, and business analysts work directly on the platform to create journeys across web and mobile.  We empower them to launch in weeks instead of quarters. Changes go live in hours, not development cycles.

We solve this for banks, insurers, wealth managers, and pension providers. These are organizations where engineering bottlenecks prevent product teams from acting on what they learn about customers. Where the backlog of journey improvements grows faster than IT resources to address them.

Tell us more about Dimply’s primary customers? How do you reach them?

Dunne: Dimply’s primary customers are financial institutions such as global banks and leading insurers, whose key stakeholders are Product Managers and Digital Transformation teams. These customers are primarily located in the B2B enterprise space and are seeking to solve the pain point of slow, costly digital CX development due to complex legacy IT systems and onerous development cycles. Dimply enables speed to market by letting teams build, manage, personalize, and embed experiences directly into their own infrastructure, or as a stand-alone solution, if required.

Dimply reaches these customers through a direct, B2B enterprise sales model involving direct engagement with C-suite and product leadership, heavy participation in fintech industry events, and building strategic partnerships with core technology providers, consulting and system integration firms who can work with Dimply as a solution during large-scale digital transformation projects.

What in your background gave you the confidence to tackle this challenge?

Dunne: Financial services used to move faster before the weight of legacy systems, compliance layers, and endless IT queues—teams turned customer insights into action quickly. Product people built experiences. That speed has been lost.

We spent many years both working inside and collaborating with these organizations: major insurers, pension providers, and banks. Our founding team observed brilliant product managers drafting requirement documents rather than building journeys. Designers handed off static mock-ups only after understanding the complete flow. Business analysts documented processes they should have managed end-to-end.

This pattern repeated everywhere. Teams had data showing where customers struggled. They knew which experiences would succeed. They understood what needed to change. Then they filed tickets, waited for sprints, and competed with other priorities. By the time anything launched, the market had already moved.

This gap between knowing and doing frustrated everyone. Not because people lacked skill or the ideas were wrong, but because the tools forced the wrong workflow. Technical teams became bottlenecks for non-technical problems. Simple changes took quarters, and testing ideas required development resources.

Frustrated with this reality, we decided to build something better. Something that would give product practitioners the same level of autonomy that software engineers have. What started as a journey flow builder has evolved into a complete financial experience platform (FXP). Teams describe what they want, and the system builds it. AI handles the technical complexity. Product managers own outcomes without engineering dependencies.

We don’t think of Dimply as a better tool. We think of it as a better way to build financial service experiences. One where the people closest to customers have the power to act on what they learn.

We care deeply about the quality of our work. Every feature ships purpose-built for financial services. Our background gave us conviction about the problem. Our experience gave us clarity about the solution. Financial services deserve tools built for modern customers’ expectations.

What role do enabling technologies like AI play in helping you empower teams to build compelling, dynamic experiences for customers?

Dunne: AI accelerates two parts of the experience creation process:

First, building journeys. Teams describe what they want in natural language, and the AI generates working experiences. A product manager explains the flow of a pension calculator in plain English. The AI produces the complete journey with conditional logic, branching paths, and data integrations. No templates, no technical knowledge required.  AI has reduced the amount of technical expertise and training needed for Dimply Hub for product owners and designers to use it. Teams test ideas in minutes instead of weeks.

The AI learns from every journey built in the system. Results improve as more experiences are created. Complex workflows with conditions, loops, and parallel paths emerge from conversational descriptions. This means product practitioners spend time refining customer outcomes rather than wrestling with tools.

Second, personalizing experiences. AI nodes can sit inside customer journeys and adapt what people see based on their circumstances. These nodes generate facts in real time, which can be used to tailor the experience.

The combination removes friction; business teams build faster, and customers receive experiences tailored to their financial situation and behavior. AI handles the technical complexity while product practitioners focus on outcomes.

Can you talk more about the connection between of AI and delivering greater personalization?

The demand for personalization and customer engagement solutions is paramount, and Dimply is perfectly positioned to cater to that. Our personalization extends far beyond basic demographic segmentation or transaction categorization. We are developing what we call intelligent, behavioral personalization that takes into account not just what customers have, but how they behave, their financial goals, and their emotional connection with money, all in real-time.

Our AI continuously learns and adapts in real-time. If someone’s financial situation changes, our AI detects these shifts and modifies the experience to suit their new circumstances.

The outcome is that we can iterate and deliver new insights, content, and tools specifically tailored to each customer’s situation and goals. This transforms generic financial services into personally relevant experiences that encourage genuine engagement and promote financial well-being.

At Finovate Fall, Dimply demoed its Dimply Hub. Can you tell us a little about the solution and how the demo was received at the conference?

Dunne: What we demoed was our AI Builder in planning mode.  This allowed us to describe a journey in conversational language and watch the platform construct the experience. The demo showed someone requesting a protection journey for high-net-worth clients, with all the logic and recommendations. The AI generates the complete flow with all the business logic intact. 

After the demo, we got great engagement with high-ambition banks, particularly around how they can change their current workflows using Dimply.

Can you tell us about a particularly interesting deployment or feature of your technology?

Dunne: AIB Life reaches 3.2 million customers through embedded journeys in their AIB retail mobile banking app. The deployment demonstrates how the platform works at scale within existing digital channels.

The fact engine sits on top of AIB Life’s core systems, stitching together data from policy administration, CRM, and transaction history. This creates real-time customer profiles without moving sensitive data. When someone logs into the app, the platform knows their complete financial picture and serves a personalized experience accordingly. Journeys adapt dynamically. Life events trigger recalibration.

Dimply has racked up number of awards and recognitions from impressive forums, including Deloitte’s Technology Fast 50. What are these organizations seeing and liking about Dimply?

Dunne: They appreciate how we embody innovation, efficiency, and customer-centricity through our award-winning platform, particularly our speed-to-market and our ability to support any type of financial data and deliver truly personalized customer experiences, enabling us to support all areas of financial services.

Our platform is proven, live, and deployed within major financial institutions, driving measurable strategic impact in the real world. Our journey illustrates not just where we’ve been but where we’re headed; towards a future where financial services are more accessible, engaging, and secure for everyone, everywhere.

Ireland is one of those countries that seems to produce a disproportionately high amount of fintech innovation for its small population. Do you agree?  

Dunne: Yes, the talent, technical agility, regulatory maturity, and global reach from its open borders are why, in my opinion, Ireland is considered a world leader in producing scalable, enterprise-grade fintech.

Ireland’s fintech sector punches above its weight because it combines a large, mature financial services sector with a world-class founder, technology, and talent ecosystem, together with the unique geopolitical advantage of being the EU’s English-speaking gateway. This, coupled with a landscape of strong investment partners to support innovation and growth, significantly contributes to the vast fintech innovation here in Ireland.

What accounts for that success?

Dunne: Ireland’s strategic geography and EU membership, combined with an English-speaking, common law legal system, simplify international scaling and business operations.

We offer an attractive tax and business environment alongside a mature financial services industry that supports new fintechs to build on existing infrastructure. Bolstering this foundation is the availability of a skilled workforce, the co-location of major technology players, and proactive investment and support for innovation and R&D from state agencies

The ecosystem benefits from a strong mix of experienced startups and multinationals, access to global capital, and regulatory openness to innovation, fostering a culture where firms are built to focus globally rather than just domestically.

What is the fintech scene like in Ireland right now?

Dunne: The fintech sector in Ireland is currently dynamic, resilient, and expanding, establishing the country as a key international fintech hub. Over the past five years, the sector has attracted significant investment, and despite the global slowdown in fintech investment, Ireland—in 2024, according to KPMG Ireland—experienced over 290% growth in investment compared to the previous year, continuing to demonstrate growth and resilience.

What can we look forward to seeing from Dimply in the months to come?

Dunne: Our near-term strategic focus is twofold: Product-Led Growth (PLG) and the rapid advancement of our AI capabilities. We are implementing the PLG model to ensure our technology is easily accessible and immediately beneficial, effectively putting the platform into the hands of as many people as possible. Importantly, we are also intensifying our investment in AI, using cutting-edge machine learning to deepen personalization, improve predictive insights, and automate complex financial journeys.

This combined approach—maximizing distribution through PLG and delivering unparalleled intelligence through AI—is central to our mission: to enable demonstrably better, more confident financial decisions for every user.

Photo by Gregory DALLEAU on Unsplash