United States – Visa has introduced AI Financial Assistant, a new value-added service designed to help financial institutions integrate AI-powered financial guidance into their mobile banking applications without requiring custom development.
Announced on July 14, the solution enables banks to provide conversational financial insights to cardholders through their own branded apps. The service is part of Visa’s Digital Issuer Solutions portfolio and is intended to help banks offer personalised recommendations while allowing customers to take actions, such as locking their card or setting alerts, directly within the chat interface.
Visa cited consumer research indicating growing interest in AI-driven financial advice. According to the company, more than 66% of surveyed Americans who have used generative AI are already seeking financial advice through AI tools. At the same time, Visa said banks remain among the most trusted institutions for safeguarding personal data, with 85% of respondents saying they would be willing to share more data with their bank if there was a clear AI-related benefit.
“Consumers are already turning to AI for financial advice—but banks have the full financial picture, can act on it, and are among the most trusted institutions consumers rely on,” said Michele Herron, Senior Vice President and Head of North America Value-Added Services at Visa. “AI Financial Assistant brings those strengths together, combining personalised insights based on a consumer’s own data and pairing it with the ability to act, all right within their bank’s app. By simply turning on this service, banks can strengthen relationships with their customers and transform from a passive ledger to a generative AI–enabled financial hub.”
The initial rollout of AI Financial Assistant includes features that allow cardholders to receive proactive monthly spending insights, ask natural-language questions about their financial activity, and perform actions such as locking a payment card or setting account alerts within the conversation. Visa said future enhancements are planned, including integration with its Enhanced Subscription Manager to provide subscription management capabilities.
The feature also serves as a unified conversational interface within Visa Digital Issuer Solutions, enabling financial institutions to connect frequently asked questions, product documentation and banking services through deep links. Customers can use the assistant to access information about banking products, such as loan benefits or savings account offerings, within the banking app.
According to Visa, AI Financial Assistant operates under the company’s AI and data governance standards and leverages insights informed by its global payments network, which processes more than 300 billion transactions annually. The platform combines transaction data, cardholder behaviour, real-time information and bank-provided data to deliver personalised recommendations while supporting security, compliance and fraud protection requirements.
Visa said AI Financial Assistant will be available for pilot programmes with U.S. financial institutions beginning in August 2026, with a broader global rollout planned thereafter.
