Milan, [July 7, 2025] – BNP Paribas is accelerating its strategy in the corporate wellbeing space by leveraging data, artificial intelligence, and personalization. WellMakers, BNP Paribas' wellbeing platform for employees of client companies, is evolving to offer new solutions for health, personal growth and development, mobility, and day-to-day needs, including financial management.
To make the customer experience more effective and the proposed solutions more aligned with real needs, a partnership has been launched between WellMakers and martech company Bytek, part of the Datrix Group, the first international ecosystem of vertical AI software companies. At the heart of this collaboration and of the WellMakers platform lies the Bytek Prediction Platform (BPP), a predictive AI system capable of generating strategic insights from user interaction data to guide and personalize the UX across web and app experiences. This makes the user journey dynamic and aligned with individual wellbeing needs, while activating automated flows that enhance loyalty and engagement, always with full respect for user privacy.
"Data is an asset we will fully leverage to build a truly useful and effective value proposition of solutions and advisory services for our clients," said Stefano Colasanti, Head of WellMakers by BNP Paribas. "The added value comes from our ability - thanks to Bytek - to 'listen' to clients through their digital behavior, extracting insights and preferences that enable real personalization across all dimensions of wellbeing. With over 600 client companies and 700,000 users to date, WellMakers by BNP Paribas continues its growth to strengthen its mission as a platform serving people's wellbeing."
Technologies to be implemented include:
- Interest Module: identifies the most relevant topics and services for each user by analyzing behavioral patterns within the customer base.
- Action Prediction: estimates users’ propensity to take specific actions, such as using welfare credits or purchasing services, optimizing campaigns and maximizing conversion rates.
"We are honored to support BNP Paribas in such a high-impact social initiative, putting our technology at the service of a smarter, more inclusive approach to welfare and wellbeing, one that has a tangible impact on people's lives," commented Paolo Dello Vicario, Co-Founder of Datrix and CEO of Bytek. "Working with data responsibly means providing more relevant, effective, and personalized experiences. This is precisely the kind of discreet, silent, yet deeply valuable artificial intelligence that can truly make a difference."
