Banks face growing pressure to unify customer data while operating within legacy systems, regulatory constraints, and massive scale. Truist is modernizing a decades-old MDM environment by extending—not replacing—core systems to establish a trusted, analytics-driven Customer 360. This session explores the realities shaping Truist’s approach, the separation of operational MDM from growth-focused data unification, and how a unified view is laying the foundation for stronger identity resolution, personalization, fraud signals, and regulatory confidence.