Netflix delivers 75% of content discovery through personalized recommendations. Amazon generates 35% of volume from dynamic suggestions tailored to individual behavior.
Your business software, meanwhile, likely looks the same today as it did five years ago—static, generic, indifferent to how you actually work.
Thomas Priore believes this massive personalization gap represents the next frontier in business technology, and Priority under his leadership is leading efforts to make business software more adaptive, intelligent platforms that learn and evolve with each user. The insights from Priority’s CEO on digital banking reveal a shift brewing beneath the surface of enterprise software.
“In our personal lives, we use music streaming apps, we use Netflix…our shopping experience on Amazon is very personalized,” Thomas Priore observes, highlighting a major unaddressed opportunity in a rapidly-growing market.. “They’re customized to our likes and are designed for a personal experience.”
Priority’s banking solutions are part of a growing shift, proving that financial technology can deliver consumer-grade personalization while maintaining enterprise-grade security. In the CEO’s vision, the future belongs to platforms that anticipate needs rather than simply responding to commands.
The $133 Billion Transformation That Business Software Missed
The numbers expose a stunning disconnect between consumer expectations and business reality. The global SMB software market reached $69.32 billion in 2024, projected to hit $133.23 billion by 2033—yet most business applications remain trapped in one-size-fits-all functionality.
While consumer applications achieve 40% higher engagement through personalization, business software limps along with static interfaces that ignore user behavior and workflow patterns. Only 49% of SMBs have integrated AI-driven features, despite 92% of B2B companies reporting that AI-driven personalization increases growth.
Thomas Priore identified this gap as fundamental market failure creating massive opportunity for companies willing to bridge consumer and business software experiences. The financial technology insights driving Priority’s development philosophy recognize that next-generation business owners expect software that adapts to them.
“Business applications and our operating software need to more closely embrace that mission,” Thomas Priore explains. “That business toolset enables a more personalized experience, specifically for small businesses.”
The opportunity is huge: 37% of SMBs plan to switch software vendors seeking better personalization, indicating massive market disruption potential for companies delivering consumer-grade experiences in business contexts.
How Priority is Bringing Netflix Intelligence to Business Software
This transformation begins with profound insight: business software should anticipate needs rather than waiting for commands. Priority’s approach to platform development reflects deep understanding of how personalization transforms user experiences from functional to transformational.
“Our mission has been to formalize them on a single customer experience,” Priore reveals, describing Priority’s unified commerce platform as something far more sophisticated than traditional business software. “We work to ensure that those capabilities are all part of a single application that’s intuitive for customers to use.”
Priority’s banking solutions offer intelligent software that presents relevant capabilities while keeping unused features invisible until needed.”We like to say, choose your adventure,” Thomas Priore explains with enthusiasm for technology that serves users rather than overwhelming them. “So if it’s a valuable utility, it’s there. If it’s not something that is useful immediately, it stays in the background until you need it.”
This represents a rethinking of how business software is presented and accessed. Instead of cramming every feature into overwhelming interfaces, Priority’s platform learns user patterns and adapts accordingly. Construction companies see vendor payment tools prominently while banking features remain accessible but unobtrusive. Restaurant owners get cash flow optimization front and center while advanced treasury functions wait in the background.
The Next Generation Demands Intelligent Business Tools
The demographic shift driving business software evolution represents a significant trend reshaping expectations across industries. Priore spotted this trend early, recognizing that new business owners bring consumer software expectations into professional contexts.
“The next generation of small business owners, that’s what they know,” the fintech executive states. These entrepreneurs grew up with Netflix, Amazon, and Spotify—they expect business software to deliver comparable personalization.
Priority’s single customer experience approach delivers exactly this evolution. The platform adapts to individual business patterns, industry requirements, and user preferences while maintaining comprehensive functionality that serious businesses demand.
McKinsey research validates the vision: personalized B2B platforms achieve 40% higher user engagement compared to non-personalized alternatives, with 65% increases in average session length and 71% improvement in new feature adoption. Companies implementing advanced personalization generate 40% more revenue than average performers.
Priority’s banking solutions demonstrate how financial technology can lead this transformation. Instead of forcing users to navigate complex menu structures, Priority’s platform presents relevant tools based on business context, user behavior, and predictive analytics about likely next actions.
The Growing Competitive Advantage
The personalization revolution extends beyond user interface improvements to fundamental rethinking of how business software creates value. Companies delivering consumer-grade experiences in business contexts will capture market share from competitors offering generic solutions.
Adoption barriers currently limiting AI and personalization—31% don’t understand benefits, 30% lack technical knowledge, 49% face integration costs—create advantages for companies like Priority that simplify implementation while delivering solid results.
Priority’s banking solutions prove that sophisticated personalization doesn’t require complex integration or technical expertise from users. Priority’s platform delivers intuitive interfaces familiar to anyone who’s used consumer applications.
Strategic implications extend across the entire SMB software market. As personalization becomes table stakes, companies offering static solutions will face obsolescence that befell pre-Netflix entertainment or pre-Amazon retail.
Priority is positioning itself to play a central role in this transformation, proving financial technology can lead broader business software evolution. Priority’s unified commerce platform represents the future—intelligent, adaptive, designed around user success rather than feature accumulation.
The insights on digital banking suggest this personalization revolution will accelerate as AI capabilities improve and user expectations rise. Business software that doesn’t adapt to users will be replaced by software that does.
In Thomas Priore’s financial technology insights, the future belongs to platforms eliminating friction between intention and execution, creating business software that feels as intuitive as consumer applications while delivering enterprise functionality.
Read more:
Why Thomas Priore Says Business Software Needs to Match Netflix’s Personalization
