The demanding digital-first customer has raised the bar on expectations. Time-poor and choice-rich, they seek value, personalisation and convenience. Agile, digital-led players continue to create opportunities and challenges for more established banks and institutions. Increased regulation is reshaping the finance sector, altering banking behaviour and practices worldwide. The aftermath of these changes and the accepted new paradigm firmly puts the customer in control of their banking relationships. The value of a customer’s brand perception, product relevance, cost to acquire new customers and process transparency has never been more important in maintaining customer relationships and the balance of profitability.