FinovateFall Best of Show winner Vertice AI: Using AI to help smaller FI’s punch above their weight.
Detailed Summary:
In this episode, Greg catches up with Mitch Rutledge, CEO and co-founder of Vertice AI, who won Best of Show at FinovateFall. Mitch starts out by discussing his company’s mission to empower community financial institutions through AI-powered solutions. Vertice serves as an AI-driven growth engine that transforms institutional data into actionable insights, enabling smaller community banks and credit unions to compete effectively with larger financial institutions. The platform specifically targets community FIs with lean marketing teams, helping them deliver personalized customer engagement and measurable growth outcomes. Rutledge emphasizes that while big banks like Bank of America employ over 3,000 data scientists and JP Morgan invests over $4 billion in AI, community banks possess a crucial advantage: the trust factor that can be leveraged alongside modern technology.
The conversation then explores Vertice’s approach to personalization, which Rutledge defines as delivering relevance by understanding customer needs and serving appropriate products at the right time. The platform utilizes multiple AI applications including propensity scoring to predict product adoption and churn risk, automated campaign creation that generates targeted messaging for different demographics while maintaining regulatory compliance, and real-time campaign performance analysis. This comprehensive approach addresses the significant gap between consumer expectations for personalized financial experiences (74% want it) and actual delivery (only 22% feel they receive it). The technology enables marketing teams of one or two people to achieve the same level of personalization as larger institutions with extensive data science teams.
A notable aspect of Vertice’s journey is their decision to remain bootstrapped without taking venture capital funding. Rutledge explains this choice allowed the company to maintain control over their mission and vision while building according to client needs rather than investor timelines. The company achieved cash flow positivity from day one and focused on thoughtful, sustainable growth. For startup founders considering funding options, Rutledge advises being clear about the “why” behind raising funds, noting that while VC funding may be necessary for businesses requiring hyperscaling, companies that can grow profitably through customer revenue shouldn’t underestimate the bootstrap path. This approach creates discipline and efficiency, ensuring every dollar earned is tied to value creation and customer satisfaction.
More info:
Vertice AI: https://verticeanalytics.ai/ ; https://www.linkedin.com/company/verticeai/
FinovateFall Demo: https://finovate.com/videos/finovatefall-2025-vertice-ai/
Mitch Rutledge: https://www.linkedin.com/in/mitchrutledge/
Greg Palmer: https://www.linkedin.com/in/gregbpalmer/
Finovate: https://www.finovate.com; https://www.linkedin.com/company/finovate-conference-series/
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