Introduction to Drive

Turning customer data into targeted action

Banks and fintechs sit on more customer data than they ever act on. A customer's transactions say, quietly, that they're about to buy a house, or struggling with subscriptions, or ready for a better savings product - but turning that signal into an actual offer, to the right customer, at the right time, has usually meant stitching together a data team, a campaign tool, and a lot of manual analysis.

Drive: Bud's platform for understanding and engaging your customers

Drive is Bud's answer to that: a single platform to explore and understand your customers using data from every source you bring in - not just transactions - segment them with as much or as little precision as you need, and engage them with personalized campaigns, all without leaving the platform or waiting weeks for a data team to build a one-off audience. Drive Copilot sits across the whole loop as a conversational, agentic layer, so much of this can be done by asking rather than building by hand.

How does Drive work?

Drive works in a loop:

• Understand - Drive continuously compiles hundreds of customer characteristics ("flags") from transactional and product-holding data, from the obvious (income band, homeowner) to the specific (top-25%-percentile mortgage spender) - and isn't limited to that: flags can be built on data you bring in yourself, too. See Working with Drive Flags.
• Segment - combine flags into an audience using Drive's criteria model. Criteria nest, so you can AND, OR and NOT them together, and even exclude everyone already in another segment - as simple as "renters," or as layered as "renters who are parents with stable income, and pay either a mortgage or an energy bill, excluding anyone already in last quarter's campaign segment." See Understanding Segment Criteria.
• Engage - turn a segment into a campaign: personalized content, delivered on your channel of choice, on a schedule as simple as "now" or as targeted as "the moment this BudQL trigger fires." See Creating and Managing Campaigns.
• Measure, and repeat - campaign performance feeds straight back into segmentation, so the next audience is sharper than the last. See Campaign Performance Insights.

Which Drive API is right for me?

This section covers the Drive Segments API and Drive Campaigns API. Start with Segments if you're exploring your customer base or building an audience for the first time; go straight to Campaigns if you already have a segment (or a fixed customer list) and just need to get an offer out. A dedicated Drive Copilot API - a conversational, agentic interface to the same loop - is in development separately and will get its own guides once that surface is ready.

Where Drive sits relative to Connect and Engage: Connect gets you the raw transaction data; Engage turns enriched data into money-management features for your customer-facing app. Drive sits a layer up from both - it's where that same underlying data becomes a segment you can act on, and a campaign you can send.

Ready to build? Start with Creating your first Segment.