Case Study: Wells Fargo Bank achieves a faster, data-driven redesign of its customer banking portal with Tableau Software

Wells Fargo wrangles data from over 70 million customers to redesign customer banking portal

Wells Fargo, a global banking and financial services firm with more than 70 million customers and 8,700+ locations, needed to understand user behavior to redesign its business banking portal. The customer insights team faced sprawling, disparate and messy data—what they called “gobblygoop”—making collection, cleaning and analysis time-consuming and costly.

By adopting Tableau, the small analytics team quickly turned fragmented data into coherent, actionable insights, enabling faster, stronger decisions without expanding headcount. The result: a more informed portal redesign, greater efficiency in analytics work, and the ability to reach a broader audience with deep customer understanding.

Wells Fargo Bank

Christine Birtel

Head of Customer Insights and Analytics