In the fast-evolving world of financial services, the humble pricing engine and billing system are taking center stage. Banks, long encumbered by legacy systems and siloed operations, are racing to modernize their infrastructure. A sharp focus on customers—particularly how to price, package, and personalize offerings—is driving this transformation. For banks across Europe, North America, and emerging markets, 2025 promises to be the year when foundational systems become the linchpin of growth strategies.
Recent data from over 20 major Request for Proposals (RFPs) and Information Requests (RFIs) issued by global banks reveals striking commonalities in their priorities. Leading institutions are looking beyond core banking systems, focusing instead on integrated layers of pricing, proposition management, and customer segmentation. A prominent European bank, for instance, issued a proposal for a “Proposition Layer” that would enable swift product launches tailored to specific customer segments—a move designed to outpace both fintech disruptors and legacy competitors.
At the heart of this evolution is a growing realization: the path to higher revenues and operational efficiency lies in customer-centricity. Banks want smarter systems that analyze fees, manage deals, and personalize pricing. A North American institution, frustrated with disjointed account analysis systems, called for solutions to optimize fee forecasting, enhance reporting capabilities, and improve transparency for commercial clients. The goal is clear: turn data into insights and relationships into revenue.
Pricing engines, too, are seeing a renaissance. Once back-office tools, they are now viewed as strategic enablers. A leading payments bank in Europe sought a flexible, SaaS-based pricing engine to manage complex, customer-driven configurations. The ask reflects a broader trend—modern pricing systems that provide real-time agility, enabling banks to experiment with new revenue models without weeks of tinkering.
Meanwhile, the rise of Banking-as-a-Service (BaaS) underlines a subtle but profound shift. Forward-looking institutions are embracing modular, cloud-driven solutions to unbundle traditional services and offer them on demand. For customers, this translates into more tailored offerings; for banks, it’s a pathway to plug revenue leaks and reimagine profitability.
Billing platforms, once considered routine infrastructure, have emerged as strategic assets. Institutions across continents are seeking integrated pricing, billing, and deal management platforms to automate once cumbersome processes. As operational efficiency improves, banks hope to focus their energies on what truly matters: deepening customer relationships.
But it’s not all smooth sailing. The flurry of proposals reflects a challenge that has dogged the sector for years: the difficulty of integrating new systems with outdated cores. Banks, particularly in emerging markets, are looking for transaction and settlement platforms that can modernize processes without disrupting the core—a balancing act requiring careful orchestration.
For banks heading into 2025, these trends signal an industry at an inflection point. Customer-centric technology—be it proposition layers, pricing engines, or billing solutions—will separate the winners from the laggards. In a hyper-competitive, digitally native economy, the banks that price smart, deliver fast, and delight customers will command the future.
As one might say, pricing isn’t just about numbers anymore—it’s about winning the trust of those who matter most: the customer.
