About Us
With over 30 years of experience in transforming marketing, we specialize in crafting innovative strategies and tactics that deliver double-digit growth and measurable ROI.
At i2a Advisors, our name embodies our philosophy: Insights to Action.
In a world overflowing with data, insights alone are not enough — they must lead to meaningful, measurable action. Our expertise lies in translating insights into strategies that propel businesses forward, bridging the gap between knowing and doing. With decades of experience in transforming strategy and analytics to execution — we specialize in turning insights into tangible business outcomes.
We customize our approach to fit the unique situations and the specific needs of our clients, creating impactful strategies and tactics that lead to sustainable growth and a competitive edge for our clients. This means less uncertainty, faster decision-making, and a clear roadmap to achieving their goals.
About Our Founder
Abbas Merchant is a growth-driven marketing executive with 30 years of experience in transforming marketing organizations into revenue-generating powerhouses at U.S. Bank, M&T Bank, Regions, and ScottsMiracle-Gro. As the former CMO & EVP of Regions Bank, he led high-impact initiatives that delivered top-quartile results and established marketing as a key business driver. Selected highlights include:
- Go-to-Market (GTM) Strategies – Developed new product launch and market entry plans that delivered profitable double-digit growth.
- Performance Marketing – Built capabilities from the ground-up that delivered double-digit YoY growth, contributing 15%-50% of business expansion.
- Digital Transformation – Developed advanced Digital, CRM, and Martech ecosystems, delivering strong business results within the first 90 days.
- AI & Analytics – Enhanced AI-driven decisioning, generating $40M in incremental annual revenue. Enhanced targeting, optimization, disciplined testing, universe expansion, and real-time outreach across all channels achieving 20% to 40% results.
- Brand Leadership – Directed brand integration at multiple organizations expanding brand equity across B2C, B2B, and B2B2C markets. Led the development of innovative campaigns that drove consistent 20%+ increase YoY in brand consideration.
- Product Innovation – Spearheaded fintech partnerships to introduce cutting-edge solutions, improving UX and expanding financial services capabilities.
Beyond his corporate achievements, Abbas serves on the board of the Magic City Acceptance Academy, a self-affirming charter school in Birmingham, AL. He is honored to be a member of Leadership Birmingham (Class of 2023). Abbas holds an MBA from Drexel University and a BBA from Temple University. Additionally, he has completed senior leadership development programs at the University of Michigan’s Ross School of Business, the Center for Creative Leadership, and Learning as Leadership.
He has served on the Board of Advisors for various AI and analytics firms, including IQR, a financial services analytics company. Abbas provided guidance during its journey from startup to growth and its successful exit in 2016. He also served on the Board of Advisors for Aible, an enterprise AI software and solutions firm based in the Bay Area.
Our Mission
We believe data-driven marketing and strategic insights should be accessible to all, not just large industry leaders.
By linking insights with actionable strategies, we empower financial institutions to uncover opportunities, drive growth, and compete effectively.
Our Core Values
- Client-Centered Approach — We start with what matters most to our clients, crafting strategies that meet them where they are and accelerate their path to success.
- Deliver Meaningful Impact — We focus on outcomes, ensuring our work drives measurable value and lasting growth.
- Best-in-Class Expertise – We bring deep experience, strategic insight, and innovative thinking to every engagement.
- Solutions-Oriented Mindset – We approach challenges with a “can-do” attitude, always finding ways to move forward.
- Enjoy the Journey – When done right, marketing is not only effective — it’s energizing, creative, and rewarding.