This document discusses why cross-selling often fails and provides recommendations for improving it through engaging customers with relevant content. It notes that technology is causing customers to be more remote from financial institutions. It recommends leveraging branches and digital channels to engage customers in meaningful ways around life events when they are more open to buying products. Content should be broad, branded, easy to understand and navigate. It should be professionally created and compliance reviewed. The document suggests using an interactive delivery platform to initiate dialogs and connect customers to people who can help meet their needs. Emotionally engaging content focusing on benefits like saving money or protecting loved ones is recommended. Various channels for delivering this content are proposed, including branches, websites, email, social media and