This article discusses the issue of limited ability to offer personalized services to clients in commercial banks of Uzbekistan due to insufficient analysis of their needs, financial status, and behavior. Banks offer standard services to clients, while personalized services are less widespread, which hinders customer attraction. The CRM system has not been fully implemented, and bank employees' skills in digital services are insufficient. The customer segmentation process is an effective tool for solving these problems and helps provide personalized services to clients. Segmentation helps banks improve services, increase competitiveness, and establish long-term relationships with clients.

This article examines and analyzes the opportunities for insurance companies to personalize their offers through the effective use of digital and financial technologies in the insurance industry.