The Future of Finance Is Experience-First

The future of finance isn’t just defined by product roadmaps or the latest wave of artificial intelligence (AI) capabilities. It’s emerging from deeper conversations about what consumers actually need. 

This premise came into sharp focus in a recent U.S. Bank podcast episode recorded live at Money20/20 USA with Dominic Venturo, Chief Digital Officer at U.S. Bank, Jordan Wright, CEO at Atomic, and Ryan Caldwell, co-founder and CEO at MX. 

Consumers don’t just want digital tools. They want experiences that are clearer, more personalized, and more intuitive. The financial institutions that are listening are already beginning to adapt — and leaning in to a future where the consumer experience is their core product. 

As Ryan Caldwell explained, “Our job is to make them — a financial institution, a fintech, any entity we serve — look like a hero to that consumer. And we can’t do that if we’re not constantly thinking about what that consumer needs. We are obsessed with thinking about what they’re anticipating, the experiences they want to have, and they have to be near magical — very delightful.”

The Experience Starts with Clean, Connected Data

MX research shows 38% of consumers agree their financial providers aren’t using their data to deliver better experiences, revealing a gap between what people expect and what financial institutions can currently provide. This perception isn’t rooted in a lack of ambition from banks and fintechs, but in unclear, disjointed data.

When transaction data is scattered across systems, channels, and legacy platforms, even the strongest digital designs fall short. Clean, categorized, and enriched data is the foundation that enables the personalization, guidance, and financial clarity consumers increasingly expect.

That’s why data infrastructure is quickly becoming as important as product development. Without high-quality, connected data, financial institutions can’t anticipate consumer needs or create experiences that feel seamless and intuitive. 

As Dominic Venturo said, when “we’re enriching data, we’re enriching experiences.” For financial institutions moving toward an experience-first model, modernizing the data layer isn’t just a technology upgrade — it’s the first meaningful step toward meaningful transformation.

Innovation Thrives in Collaboration 

No institution can build the future alone. Banks bring scale, trust, and compliance rigor, while fintechs contribute speed, design excellence, and innovative thinking. Together, they can connect the dots in ways neither can achieve alone — creating smoother, more meaningful consumer experiences. This blend of complementary capabilities allows institutions to address the full consumer journey, not just individual touchpoints.

Jordan Wright emphasized that these collaborations work best when they’re rooted in genuine relationships. “Relationships can’t be overstated … I think the long game is probably the most underrated aspect of creating great relationships” with financial institutions. 

Partnerships thrive when both sides share a clear vision and invest in that long game. When collaboration is grounded in trust and a shared commitment to improving consumer outcomes, it accelerates innovation, drives positive outcomes, and moves the entire industry forward.

Design Is a Trust Signal

Design plays a far bigger role in financial confidence than many realize. It’s not just about how an app looks but how clearly it communicates, how reliably it works, and how well it anticipates what a consumer needs next. As Dominic noted, “the technology enables us to do certain things, but when you’re customer obsessed … it requires not only the technology, but it requires an amazing experience design.” 

Consumers agree: MX research shows that 91% say a good mobile experience matters, and more than half would switch financial providers if the mobile experience fell short.

That’s why design has become a strategic differentiator. Financial journeys should feel intuitive: fewer steps, clearer language, and proactive prompts that guide rather than overwhelm. The best design turns complex data into actionable clarity, reducing cognitive load and helping people feel more in control of their financial lives. Financial institutions that embrace human-centered design are not only improving their apps, but also building trust, loyalty, and long-term consumer confidence.

The Future is Experience-First

The path forward for financial institutions is clear: experience isn’t an accessory to banking — it is the value proposition. The future won’t be designed by adding more digital features, but by delivering better digital experiences grounded in human needs. And, the shift toward an experience-first model is something any organization can begin today. It starts with modernizing the data foundation, grows stronger through a partner ecosystem that multiplies capability, and comes to life through human-centered design thinking.

As Dominic explained, the most effective digital experiences adapt to how consumers choose to engage — whether they want to do it themselves, do it together, or have a banker support them behind the scenes. That’s the future MX is committed to helping build: a financial ecosystem where people feel confident, guided, and in control of their financial lives.If you’re ready to bring experience-first banking to life at your institution, we’d love to show you what’s possible. Book a demo with MX and see how connected data, collaborative partnerships, and modern design can elevate your digital experience.