Unified customer/client profile architecture

The Unified customer/client profile brings a comprehensive 360-degree view of each customer to the forefront in a seamless and intuitive manner. The unified dashboard integrates the most pertinent data from various business lines, and offers a cohesive and reliable source of truth about every customer. Armed with this holistic view, you can deliver personalized experiences, uncover valuable opportunities, mitigate potential risks, prevent churn, and ultimately elevate overall customer satisfaction. This article provides a walkthrough of the Unified customer/client profile solution architecture that embraces the unified power of intelligence to revolutionize your approach to customer engagement and drive impactful business outcomes.

The Unified customer/client profile is built on the capabilities of Common Data Model and Microsoft Power Platform. In integration with unified customer/client profile, Customer Intelligence is built on the capabilities of Dynamics 365 Customer Insights and Microsoft Power Platform. To set up these capabilities, you need to use Microsoft Cloud Solution Center, which sets up or uses the Dataverse environment, deploys the solutions, data model, and optionally imports configurations and sample data into it.


The following diagram shows the Unified customer/client profile solution architecture.

A diagram showing the solution components of unified customer/client profile application

Download a printable PDF of this solution architecture diagram.

The rest of this article discusses the component layers that compose the solution architecture layer. Security, Collaboration and Analytics component layers are covered in Common Concepts for Microsoft Cloud for Financial Services.

User interface

The Unified customer/client profile comprises model-driven apps that interface with end users. The model-driven apps include the following built-in Power Apps Component Framework (PCF) controls that have configurable parameters:

Built-in Control Description Configuration Capabilities
CustomerSnapshotControl Renders customer snapshot view -Select the customer snapshot quick view form that determines the data fields and layout of the customer snapshot.
CustomerSummaryControl Renders customer summary view -Enable to use Life events and goals, Cards, Main household and Financial holding summary view independently or all controls by selecting bundle view.
DetailedFHControl Renders financial holdings tab -Control visibility of financial alerts in the financial holding tab
-Hide specific financial holding categories out of the available options set, separated by comma (e.g 104800000,104800001)
GroupsControl Renders group financial holdings table under connections tab -Control visibility of financial alerts in the financial holding tab
-Hide specific financial holding categories out of the available options set, separated by comma (e.g 104800000,104800001)

Design guidance for extending user interface can be found at the implementation guidance for Unified customer/client profile.

Data layer

The Microsoft Cloud for Financial Services built-in data models are the data foundation for Unified customer/client profile. The built-in data models enable financial services organizations to quickly deploy solutions using a common collection of tables. Each data model is a standalone option for partners and Microsoft Dataverse customers. Following are the data models in the order of solution layering:

Let's delve into the primary tables within these data models around each core capability. Relationship between these tables can be explored from following entity-relationship diagrams. You can download the visio file to make further data model extensions in your implementation.

  • Base profile

    Entity-relationship diagram of Base Profile capability in unified customer/client profile application

    You can download the visio diagram of the entity-relationship diagram (ERD).

    Base tables are used to define individual or organizational profiles. Within this structure, a bank can possess multiple branches, with flexibility for an account or contact to be associated with a specific branch.

  • Financial holdings

    Entity-relationship diagram of financial holding capability in unified customer/client profile application

    You can download the visio diagram of the entity-relationship diagram (ERD).

    These tables are designed to represent the financial holdings of both individual customers and groups. Organizations (Account) or individual customers (Contact) can establish a connection to financial holdings via the Customer Financial Holding table, serving as the owner. Additionally, groups can establish links to financial holdings using the Group Financial Holding table.

    Comprehensive information regarding financial holdings, encompassing accounts, loans, investments, credit lines, and savings, is stored at the Financial Holding level. For more detailed information, separate tables are defined and linked to the Financial Holding table. Specific financial tools, such as direct debit, standing orders, cards, overdrafts, and positions, can also be associated with a Financial Holding using the Financial Holding Instrument table. The FI card is directly linked to the Account and Contact tables.

  • Life events and goals

    Entity-relationship diagram of life event and financial goals capability in unified customer/client profile application

    You can download the visio diagram of the entity-relationship diagram (ERD).

    These tables are designed to represent life events and their associated financial goals. An individual (Contact) can have multiple life events, which are presented through CustomerSummaryControl. If enabled through control configuration capabilities, connected financial goals are also displayed. The life event category, life event type, life events, and category types of relations can help configure and expand the functionality of the life event control.

  • Connections

    Entity-relationship diagram of connections capability in unified customer/client profile application

    You can download the visio diagram of the entity-relationship diagram (ERD).

    These Tables are designed with the purpose of representing the relationships between individuals and organizations, including households. In the context of financial holdings, the 'Group Financial Holding' table serves the purpose of defining which Customer Financial holdings are considered as a part of the overall group's financial situation.

    To associate accounts and contacts with a group, the 'Group Member' table is used, and it allows for the specification of roles within the group. Each group can designate one primary member.

    In cases involving relationships among individuals, a 'Relationship' can be established, and the 'Relationship Type' field describes the nature of that relationship.

Data models are deployed in the Dataverse environment database. For extensibility, you can add new fields to existing tables, or you can relate existing tables to new custom entities. For more information, see Overview of Microsoft Cloud for Financial Services entities.

Further design guidance on how this data model can be integrated to core banking and other systems of record can be found in the Data Estate Strategy article.

Business logic

The solution doesn't have any workflows or power automates for automation. However, there are retail banking core plug-ins that execute to:

  • Updates relevant information when there's an update in connections (groups and group membership tables)
  • Fetching data from many tables related to financial holdings and creating a desired structure for the UI components.

The solution has also some business logic embedded in the PCF controls to calculate;

  • Birth Date Life Event - Coming Soon Alert: Using the number of days added to Life Events configuration table.
  • Specific Card Status: The control checks if the card has expired and calculates if it will expire soon based on 60-days rule.
  • Alerts/ warnings in the financial holdings: Calculated based on static rule set.


The Unified customer/client profile app displays consolidated data from customer/client financial holdings, which is sourced from the underlying core banking system. This integration ensures that relationship managers can access the most pertinent information from various business lines, presented in a unified dashboard. Customers records, financial holdings, analytical data and other data items or categories can originate from:

  • Core Banking Systems
  • Customer Information File (CIF)
  • Alerts Broker
  • Loan Management System
  • Credit Card Systems
  • External Data Sources like Credit Bureau, Referral Systems
  • Corporate Warehouse etc.

Data landscape for a typical financial institution can span across many systems of record as illustrated:

A diagram showing the contextual data landscape for a typical financial institution.

Download a printable PDF of this diagram.

These systems of records can be hosted on different platforms, including the following solutions:

  • Power Platform: Another Dataverse instance
  • Microsoft 365: SharePoint, OneDrive, and others
  • Azure tenant: Azure Synapse Analytics, Azure Data Lake, Azure database, other data storage options
  • On-premises tenant: Supported database systems and sources connectivity via on-premises data gateway.
  • Other cloud tenants: Connection with establishing Azure ExpressRoute gateway or S2S VPN gateways.
  • Third-party tenants: Connection connectivity with third-party services via custom connectors or published adaptors.

You can find further detail guidance on integration patterns at the Cross-Industry Integration patterns article and data integration activities in Operational Data Estate.

Next steps