For banks, the app is the loyalty strategy. Small bank Macquarie Group (Au$134 billion in lending and deposits of Au$136 billion) and market leader Commonwealth Bank (Au$814 billion in lending and $863 billion in deposits) are both vying to deliver Australia's best banking app. Both are investing in data-driven, digital personalisation to capture new customers. CBA will open up its banking app's Benefits Finder to all Australians this year. Westpac's app was recently rated Australia's best by Forrester (a title CBA's had traditionally held).