Financial providers have the responsibility to promote financial wellness across their customer base.

With the right tools and data, financial providers can fulfill their responsibility to their consumers and drive financial wellness.

How to Drive Financial Wellness for Your Consumers

Fifty-five percent of consumers said money worries had a severe or major impact on their mental health in the past year. And, 44% of consumers said their financial stress has impacted their physical health in the last year, <a href="https://www.pwc.com/us/en/services/consulting/business-transformation/library/employee-financial-wellness-survey.html">according to a recent study by Voya</a>.
That&rsquo;s why financial wellness is a much greater conversation than simple budgeting. It&rsquo;s physical health. Mental health. Emotional health. It contributes to the entire state of well-being for consumers. MX&rsquo;s Senior Director of Product Management, Billy Gast, shares why financial wellness matters &mdash; for consumers and businesses.
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Achieving financial wellness <a href="https://www.mx.com/blog/financial-wellness/">does not lie with consumers alone</a>. Regulators should stand for legislation that positively impacts consumers and makes financial wellness possible. And, more importantly, financial institutions should center their offers and services around financial wellness.
<h2>The Role that Providers Play in Financial Wellness</h2>
Consumers want financial help from their financial providers, but many are left unsatisfied. <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX found that</a> 37% of consumers say financial providers don&rsquo;t do enough to support their financial needs. Diving into specific use cases, 38% of consumers feel that financial providers aren&rsquo;t doing enough to help them reach their financial goals.
Consumers are asking for help. It&rsquo;s up to financial providers to meet consumer expectations and transform their financial wellness. Here is our cheat sheet for how you can drive financial success across your consumer base:
<h2>1. Provide the Right PFM Tools</h2>
Having the right tools and placing those tools in consumers&rsquo; hands is one of the first things that financial providers can do to promote financial wellness for their consumers. <a href="https://www.mx.com/products/personal-financial-management/">Personal Financial Management (PFM)</a> tools are a powerful way that providers can help consumers bring together disparate accounts into one view, track their spending, create budgets, and better understand their finances.
One of the biggest benefits of providing consumers with a PFM tool is the ability to gain personalized insights into their financial lives. And, consumers want this. <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX recently found that</a> 51% of consumers expect greater levels of personalization from their finance-related mobile apps than what they receive today. The best PFM can provide hyper-personalized financial insights that enable consumers to take action to better manage their money.&nbsp;&nbsp;
Billy has some words of advice on how financial providers can get PFM right.
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<h2>2. Leverage Data for Personalized Financial Experiences</h2>
With every transaction, consumers tell you a story about their greatest financial needs. And, as a provider, it&rsquo;s up to you to make sense of this data and drive financial wellness.
Many financial providers have concerns that using data too much can make consumers uncomfortable. But, <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">the research says otherwise</a>. In fact, consumers actually expect providers to leverage their data and would be willing to give their provider access to even more data if it could improve their financial experience.<img src="https://cms.mx.com/assets/a064524b-921e-4526-9785-097a77c891eb?width=2761&amp;height=1401" alt="consumers willing to give financial providers more data" />
Financial providers have the opportunity to make the most of consumer-permissioned data to drive better outcomes. It&rsquo;s a powerful resource for personalizing the financial experience and promoting financial wellness for consumers. Watch to see how providers can make the most of consumer-permissioned financial data.
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<h2>3. Become a Trusted Financial Partner</h2>
When it comes to achieving financial wellness, consumers need more than financial providers. They need financial partners. When providers become partners, they take more of an active role in their consumers&rsquo; financial lives.&nbsp;
In practice, this can mean more personalized and actionable financial advice. In 2025, <a href="https://www.jdpower.com/business/press-releases/2025-us-retail-banking-advice-satisfaction-study">J.D. Power</a> found that 26% of bank customers say they are &ldquo;very interested&rdquo; in receiving bank advice or guidance &mdash; up from just 19% in 2021. And, 36% of consumers under 40 are seeking financial advice from their banks.&nbsp;
Consumer financial needs go deep. Because of this, they want more than generic financial help. Instead of marketing to an entire generation, true financial partners will market to the individual with personalized offers based on consumers&rsquo; unique financial situations. These <a href="https://www.mx.com/products/financial-insights/">personalized insights</a> may look like direct financial advice into how consumers can save or spend better, which can drive financial wellness.&nbsp;
Becoming a trusted financial partner is a process that providers <a href="https://www.mx.com/request-demo/">don&rsquo;t need to do alone</a>. As Billy said, &ldquo;It takes effort, innovation, and data-driven insights to become a true financial partner for consumers in their lives.&rdquo; When financial providers put in the work to build this trust as financial partners, they will push their customers to a future of financial health.
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&nbsp;

Financial Wellness Cheat Sheet: Driving Success for Your Consumers

Discover insights into why customer satisfaction is strong and where expectations continue to rise.


Customer satisfaction in financial providers is rising. Here are the key factors driving stronger banking experiences.

How Banks Can Win on Customer Satisfaction in 2026

Customer satisfaction has always played a pivotal role in the success of a financial services provider. Trust, convenience, and personal touch can impact a customer's feelings &mdash;&nbsp;and whether or not they choose to build a long-term relationship with that financial provider.&nbsp;
The good news is that small improvements in experience can translate into meaningful gains in loyalty, share of wallet, and reputation, while missteps can quickly erode confidence. The most successful financial institutions understand this inherently and capitalize on incremental innovation to stay on top. In fact, the latest <a href="https://www.jdpower.com/business/press-releases/2025-us-national-banking-satisfaction-study">J.D. Power U.S. National Banking Satisfaction Study</a> shows that satisfaction with large U.S. banks improved for the third year in a row.&nbsp;
However, looking past the headlines of top performers and rankings, the real insights lie in how these banks achieve rising satisfaction among their customers. Below are a few key takeaways and insights from MX research that help explain why customer satisfaction is strong and where expectations continue to rise.
<h3>1. Reputation, Security and Quality Are Key Drivers of Trust</h3>
In our most <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">recent consumer survey</a>, MX found 78% of consumers say they trust their primary financial provider. Digging deeper, our research found the three most important metrics when it comes to evaluating the trustworthiness of a financial provider are: overall reputation (22%), data privacy and security (20%), and quality of products and services (15%).&nbsp;
Establishing trust is essential to driving satisfaction in your customers. By focusing on reputation, security, and quality products, financial providers can lay the foundation to capitalize on these key drivers to build not just trust but long-term satisfaction.&nbsp;
<h3>2. Digital Experiences Matter, but They Must Feel Effortless</h3>
<a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX research</a> found that more than half (54%) of consumers agree they cannot live without their favorite mobile banking app. And, 67% of consumers agree they would not choose a financial provider that had a bad mobile experience.&nbsp;&nbsp;&nbsp;&nbsp;
<a href="https://www.mx.com/products/mobile-banking/">Mobile banking</a> is the primary way that customers interact with their financial providers. And, it&rsquo;s where financial institutions and fintechs can build engagement, loyalty, and satisfaction.&nbsp;
Mobile apps and online banking tools that are intuitive, fast, and reliable save customers time and reduce friction in everyday tasks. The most successful experiences are not defined by flashy features, but by consistency and simplicity. When digital tools simply and reliably work, satisfaction follows.
<h3>3. Convenience Still Shapes the Experience</h3>
While digital tools dominate routine interactions, personal interactions have not lost their relevance. Even as the world moves towards digital first ideals, physical touch points remain important, especially when issues arise. In fact, <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX research</a> shows 54% of consumers agree there are certain finance tasks they don&rsquo;t want to do on a mobile device.&nbsp;
"We see that these large banks drove really strong satisfaction, not only with online banking and mobile, but also with branch service and ATMs," said Paul McAdam, senior director of banking and payments intelligence at J.D. Power.
Customers respond positively when they can choose how and when they interact with their bank. Satisfaction increases when digital convenience is paired with dependable in-person or live support, rather than treated as a replacement for it.
<h3>4. One Size Does Not Fit Every Customer</h3>
The J.D. Power survey highlights a growing divide between younger and older customers. Younger customers benefit the most from digital-first improvements, while older customers report less satisfaction with problem resolution and personalized advice. This gap underscores an important lesson: Strong experiences are built by meeting customers where they are.&nbsp;
To do this, financial providers need to effectively leverage consumer-permissioned data. <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX research</a> shows 59% of U.S. adults expect their financial provider to leverage the data their provider has on them to <a href="https://www.mx.com/products/financial-insights/">personalize their experience</a>.&nbsp;
Banks that utilize data as an effective resource to deliver tailored experiences with personalized insights and robust products are better positioned to raise satisfaction for customers across all life stages.
<h3>What This Means for the Industry</h3>
Customer satisfaction heading into 2026 will be shaped by a set of interconnected expectations rather than any single breakthrough.&nbsp;
Consumers want to trust their financial provider, move through digital experiences without friction, access help when and how they need it, and feel understood as individuals rather than averages. The banks seeing success today are the ones making consistent progress across all of these areas, not just excelling in one.
As expectations continue to rise, customer satisfaction will come down to execution. Financial institutions that invest in secure, intuitive digital tools, preserve meaningful human touchpoints, and leverage consumer-permissioned data will earn long-term loyalty.

Raising the Bar on Customer Satisfaction in 2026

How can financial providers drive primary financial relationships in such a crowded competitive market?



At MXS 2025, industry experts shared how financial institutions can leverage data to win primacy.

How Data Redefines Primary Financial Accounts

One word to describe today&rsquo;s financial industry is &ldquo;more.&rdquo; More financial accounts. More financial mobile apps. And, more competition. Forty-seven percent of consumers report they have more than 3 finance apps downloaded to their mobile phones (<a href="https://www.mx.com/research/financial-apps-fall-short/">according to MX</a>). So, how can financial providers cut through all the noise to drive primary financial relationships in such a crowded competitive market?
Industry leaders across large financial institutions, midsize credit unions, and fintechs dove into that question &mdash; uncovering key strategies defining primacy in a recent conversation at <a href="https://www.mx.com/summit/">Money Experience Summit 2025</a>.
<a href="https://www.mx.com/summit/2025/data-and-primacy/">The full panel discussion</a> features insights from industry leaders Martha Beard (JPMorgan), Darlene Johnson (Suncoast Credit Union), David Metz (Prizeout), and Nathan Quezada (Bank of America).&nbsp;
<h2>The Digital State of Primacy</h2>
<a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX recently found</a> that 83% of consumers say they have a primary financial account, proving that gaining primacy is still a realistic goal. But, primacy is no longer about proximity or history.&nbsp;
Today, financial institutions can no longer rely on dated strategies or in-person interactions to drive personalized relationships. As the industry changes, primacy strategies must change too. <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX recently found</a> that 1 in 2 people see their mobile banking experience as a non-negotiable part in their daily lives. Financial institutions have to meet their consumers where they are &mdash; primarily their phones.
In addition to prioritizing digital banking experiences, consumers also increasingly rely on non-traditional banking providers for their financial needs. For example, David&rsquo;s team at Prizeout uncovered some surprising data: 24% of consumers said Cash App or Venmo was their primary bank. This means that financial institutions aren&rsquo;t just competing with other institutions for mindshare, they are also competing with digital-only, non-traditional options. To compete in the hyper-personalized digital landscape, a new approach to personalization is required.
<h2>Data as the Ultimate Driver</h2>
Data-driven personalization is the single most important strategy that institutions should employ to win primacy.
Financial institutions that know their customers on a personal level have a leg up on those that treat each of their customers the same. Data informs financial providers about consumers&rsquo; financial journeys and leads them to the heart of their financial lives. Martha said, &ldquo;Maybe it's not deposits, maybe it's loans, or maybe it's access. But, you can't understand what that center [of their financial life] is without having the data and understanding the right data points.&rdquo;&nbsp;
Data can help financial institutions create personalized, targeted, and simplified financial experiences that drive financial wellness for consumers.
<h2>The Demand for Simplified Experiences</h2>
Consumers want financial providers that help them easily achieve their personalized financial goals. The financial service providers that can anticipate consumer needs before they ask will become key financial partners.&nbsp;
Today, consumer-permissioned data can help financial providers understand exact needs and tailor offers and services to the consumer. This behind-the-scenes data analysis provides powerful information about where your consumers are spending money, how much they&rsquo;re saving, and their top financial goals. And, you can turn that data into proactive &mdash; yet simple &mdash; financial help.
Creating simple, intuitive, and data-driven consumer experiences can help financial providers stand out &mdash; and drive better outcomes for consumers.
<h2>The Need for Financial Wellness Support</h2>
Supporting financial wellness is not just a nice-to-have, it&rsquo;s a clear consumer expectation. Fifty-six percent of consumers believe financial providers have a responsibility to help them become financially strong &mdash; <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">according to MX</a>. And, it must be an essential part of any provider&rsquo;s strategy to drive primacy.
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Financial providers can support financial wellness efforts by providing consumers with bite-size financial educational resources. Offering personalized nudges based on their financial habits can help consumers effectively translate their newfound financial knowledge into tangible financial wellness.
For example, Nathan shared how Bank of America uses consumer-permissioned transaction data to give consumers the help and education they&rsquo;ll need for the next step on their financial wellness journey. The bank analyzes transaction data to see what financial services could be the most beneficial to the consumer&rsquo;s situation.
If the data shows consumers are living paycheck to paycheck, the bank gives them resources related to building an emergency savings plan instead of an investment portfolio. On the other hand, if consumers have indicated that they&rsquo;re interested in building credit, the bank connects them with a third-party credit coaching organization.&nbsp;
Countless financial institutions are investing in programs like this because they know that financial wellness matters. Through these programs, consumers not only learn to manage their money better, but how to make lasting changes in their financial lives. This gives consumers a financial partner they can trust. And, it&rsquo;s only possible through data.
Data empowers financial institutions to build deeper relationships and trust with consumers. As David said, &ldquo;It's going to not only be able to show them what they need today, but predict what they need in the future.&rdquo;&nbsp;
Primacy is all about giving consumers a personal experience &mdash; where their providers actually know them deeply. And, with data, primacy is more than a goal. It becomes reality. Through data-driven personalization, financial providers can gain primacy in today&rsquo;s digital banking world.
<a href="https://www.mx.com/summit/2025/data-and-primacy/">Watch the full panel discussion here</a>.

Using Data-Driven Personalization to Unlock Primacy

Communications Manager - Public Relations

Personalization is no longer optional. Consumers expect clarity, protection, and guidance from their financial providers.

MX research finds personalization is no longer optional. Consumers expect clarity, protection, and guidance from their financial providers.

MX | What Consumers Want From Personalized Banking

The average consumer generates <a href="https://thefinancialbrand.com/news/deposits/most-financial-institutions-have-a-data-problem-not-a-deposit-problem-187874">more financial data than ever</a> in more places than ever &mdash;&nbsp;making money management more confusing, fragmented, or overwhelming.&nbsp;
Consumers need a financial partner that can help them make sense of their financial data to better manage their money. But, more financial providers are falling behind on consumer expectations for personalized insights and financial guidance.&nbsp;
<a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX&rsquo;s latest consumer research</a> shows 66% of consumers now expect greater levels of personalization than ever before (up from 46% in Q3 2024). This doesn&rsquo;t mean just using a first name in an email or sending a generic birthday greeting once a year. It&rsquo;s about interpreting real-time behavioral signals that reveal where someone is in their financial life and what they might need next. It&rsquo;s the difference between simply showing a balance and helping an individual avoid an overdraft, reduce a recurring expense, or qualify for a better financial services product.
Consumers expect clarity, protection, guidance, and a fair value exchange from the financial institutions they trust with their data. And these expectations are setting a new standard for quality in mobile and digital banking. Personalized experiences are no longer an enhancement. They&rsquo;re a core function that drives confidence, loyalty, and financial well-being. Here&rsquo;s what consumers expect:&nbsp;
<h2>Expectation #1: Help Me Understand My Financial Habits</h2>
Consumers don&rsquo;t want just more data displayed on their screens &mdash; they want meaning. They expect their financial institutions to identify patterns, interpret behaviors, and deliver insights that simplify their financial lives. <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX research</a> shows the three things consumers most expect their financial providers to know are:
<ul>
<li style="font-weight: 400;" aria-level="1">Where they have recurring transactions or bills (57%)</li>
<li style="font-weight: 400;" aria-level="1">Categories of where they spend their money (53%)</li>
<li style="font-weight: 400;" aria-level="1">How much money they can save and still pay their bills (50%)</li>
</ul>
These expectations reflect a deep human need: to feel in control. <a href="https://www.mx.com/products/data-enhancement/">Clean, categorized transactions</a> and intuitive summaries are no longer optional; they&rsquo;re baseline for personalized clarity. When institutions surface patterns and trends automatically, consumers feel supported instead of overwhelmed and empowered instead of confused.
<h2>Expectation #2: Warn Me Before Something Goes Wrong</h2>
According to the Aspen Institute, <a href="https://fraudtaskforce.aspeninstitute.org/">fraud and scams drain more than $158 billion from U.S. households each year</a>. But the financial loss is only the beginning. Fraud erodes trust, undermines confidence, and shakes the foundation of financial stability.
Consumers want &mdash; and increasingly expect &mdash; their financial institution to spot risks early and communicate quickly. Personalized protection is one of the strongest signals that a financial institution is paying attention. Whether it&rsquo;s an unusual spending spike, a forgotten subscription renewal, or a looming overdraft, consumers want their financial providers to <a href="https://www.mx.com/use-cases/fraud-risk-management/">connect the dots before the damage hits</a>. This isn&rsquo;t just loss prevention &mdash; it&rsquo;s a mechanism for reassurance, safety, and peace of mind.
<h2>Expectation #3: Guide Me Through Real Life, Not Just My Balance</h2>
Money becomes especially emotional &mdash; and complicated &mdash; during moments of transition. These moments rarely appear as a single, obvious cue. They show up in subtle shifts like a name change, a new recurring payment, a pause in tuition charges, or an uptick in moving expenses.
<a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX&rsquo;s latest research</a> shows consumers want their financial institution to recognize these transactions and proactively help them navigate what comes next. The top life events consumers want support with are retirement (70%), buying a first home (67%), and moving to a new city (53%).
Consumers don&rsquo;t want cookie-cutter advice or broad marketing pushes. They want guidance that fits the moment they&rsquo;re in. When an institution recognizes a life transition and responds with relevance, care, and confidence, the relationship shifts from transactional to relational. It communicates, &ldquo;We see you. We know what this moment means, and we&rsquo;re here to help you move forward.&rdquo;
<h2>Expectation #4: Give Me Something Useful in Exchange for My Data</h2>
Consumers understand their data has value, and they expect a fair return. <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">More than half (53%) would share more data if it led to a better experience</a>. But 37% still don&rsquo;t believe their financial institution is doing enough to support their financial needs. The expectation is simple: Be transparent about how data is used, clearly show the benefits, and make the experience easier, smarter, and more rewarding.
This value exchange is at the heart of trust. When consumers feel their data is working for them &mdash; not just being collected, they become more willing to engage, share, and explore new services. Transparency builds trust. Personalization sustains it.
Consumers aren&rsquo;t asking for perfection. They&rsquo;re asking to feel understood, protected, and guided by the financial institutions they depend on every day with a clear and fair value exchange for the data they share.&nbsp;
MX&rsquo;s research makes it clear: the path to trust and long-term loyalty lies in transforming raw data into real help. The financial institutions that embrace this shift will redefine what the modern banking relationship looks like. And those that don&rsquo;t will feel the growing cost of missed expectations.

From Raw Data to Real Help: What Today’s Consumers Expect From Truly Personalized Banking

Cultivating deeper customer relationships can help financial institutions drive financial strength and value for customers. 


MX’s Erin Caldwell shows key lessons for how financial institutions can get to know their customers better.

Key Principles to Know Your Customers

January 16 is Know Your Customers Day &mdash;&nbsp;and we&rsquo;re not talking about KYC regulations here. Most leaders would say that they make an effort to know their customers, but it can be challenging. And, this lighthearted holiday is a reminder that the juice is worth the squeeze when it comes to understanding and connecting with your customers.
Across multiple roles in product and customer experience (CX), one thing that has remained constant has been my devotion to understanding our customers and advocating for them. Cultivating deeper customer relationships has enabled us to build better products and design better experiences, all in service of empowering financial strength and driving value for our customers.&nbsp;
The same leadership principles apply whether you&rsquo;re operating B2B or serving millions of consumers. The context changes &mdash; but the discipline doesn&rsquo;t. <a href="https://www.mx.com/research/financial-apps-fall-short/">MX found that 67% of consumers expect their financial provider to know them.</a> They want you to know them so that you&rsquo;re able to streamline and personalize their experience to deliver more value and better outcomes with less effort required of them. And if you can nail that, you&rsquo;ve got a customer for life.&nbsp;
<a href="https://www.forrester.com/press-newsroom/forrester-2024-us-customer-experience-index/">Forrester research consistently shows that customer-obsessed companies achieve 41% faster revenue growth compared to peers</a> &mdash; reinforcing that knowing your customer isn&rsquo;t just good CX, it&rsquo;s good business. It takes intention and effort to set aside the assumption that you already know your customers, and do the work to build a deeper understanding that can lead to better experiences and outcomes for everyone.
Here are my guiding principles for knowing your customers:
<h2>Feedback Is a Gift</h2>
You&rsquo;ve heard it said a thousand times &mdash; feedback is a gift. Feedback can answer all of your biggest questions about how effectively you&rsquo;re meeting customer needs. But, you have to ask for it at the right time and in the right way. Customers are very willing to share their feedback, especially when it is clear how their input can improve their experience.
The caveat is that you have to close the loop. Feedback that goes unacknowledged or doesn&rsquo;t result in action can tank sentiment fast. <a href="https://www.forrester.com/report/the-case-for-closing-the-customer-feedback-loop/RES177285">Forrester has found that customers expect their input to meaningfully shape their experience &mdash; and disengage when it doesn&rsquo;t.</a> Willingness to provide feedback increases when customers believe it will lead to real improvement. Treat feedback as a gift, and be the kind of recipient who takes the time to write a thank you note.&nbsp;
Financial institutions have the same opportunity for feedback. By giving your customers opportunities to tell you what they think &mdash; within your mobile app, on your website, through your support channels &mdash; you have the chance to capture meaningful insights that can help you elevate the customer experience.&nbsp;
<h2>Every Customer Is a Real Person</h2>
Instead of overgeneralizing clients into personas, we should recognize them as the individuals that make up the organization. By having real conversations with customers and going deep into goals and aspirations, you can get to know the people you serve and get strategic about how to help them succeed. And in turn, you can build the necessary partnership to help the customer succeed as an organization.&nbsp;
There is one person in particular that comes to mind for me when I think of this &mdash; a digital banking leader &mdash; who bet on MX in our early days and persuaded the bank to integrate our <a href="https://www.mx.com/products/connectivity/">connectivity</a>, <a href="https://www.mx.com/products/data/">data</a>, and <a href="https://www.mx.com/products/financial-insights/">financial wellness</a> solutions into their online banking experience. The initiative was massively successful, achieving high adoption and positive sentiment, and contributing to excellent improvements in digital engagement overall.&nbsp;
This friend got a couple of promotions because of his impact. And, I was initially disappointed when he moved to a new financial institution &mdash; until he persuaded that new bank to partner with MX as well. We&rsquo;d helped him make a name for himself, and he has repaid us with continued partnership throughout his career.&nbsp;
Financial institutions can achieve similar advocacy with their consumers, but they need to move towards delivering true personalization by creating a segment of one approach. That can truly deliver a unique, tailored experience for each individual that meets them where they are on their financial journey. There is so much more to getting to know your customer than demographics. There&rsquo;s a whole person on the other end of the experience. If you can help them achieve their financial goals, they&rsquo;ll stick with you and invite others to join the ride.&nbsp;
<h2>Use Data to Take Action</h2>
That kind of personalization at scale isn&rsquo;t possible without data. At MX, consumer and market research play a central role in how we shape our product and business strategy. Through ongoing consumer studies and testing, we look beyond surface-level behavior to understand how people experience their financial lives. Discovering where confusion shows up, what builds confidence, and what actually helps consumers <a href="https://www.mx.com/blog/data-into-action/">take action</a>. And, then we build the data models and experiences that facilitate meaningful insight and change.&nbsp;
Every connected account, transaction, and click tells a story of who your customers are &mdash; and what they need next. Financial institutions should use this data to understand their customers and build strategic plans that <a href="https://www.mx.com/blog/financial-wellness-cheat-sheet/">promote financial wellness</a>, while developing products and experiences that facilitate seamless steps towards their goals.
<h2>Validate Everything&nbsp;</h2>
Data without human context isn&rsquo;t enough. At MX, we actively engage with our Client Advisory Board as partners in developing our product strategy and validating our roadmap. We use these forums to pressure-test ideas, explore tradeoffs, and confirm that our priorities align with what financial institutions need to succeed in a rapidly changing environment. We enter these conversations with research and data, and are prepared to quickly pivot when new information disproves our assumptions. We refer to this as objectivity in discourse &mdash; one of <a href="https://www.mx.com/company/#values">our core values</a> at MX.&nbsp;
Financial institutions can apply this same approach with their own customers. Consumer panels, usability testing, and focus groups provide an opportunity to validate assumptions early, learn quickly, and design experiences that resonate before scaling them broadly. Quantitative data explains what happened, but qualitative engagement is what explains why. Without that context, teams risk investing in the wrong solutions. You don&rsquo;t get that kind of context and insight from a survey.
By first focusing on understanding the real needs of the people you serve, you have a shot at helping them succeed at something that really matters. And if you can do that, you build advocates who&rsquo;ll be with you for life.&nbsp;
In 2026, consumers will demand data-driven personalization. That&rsquo;s exactly what we dig into in our <a href="https://www.mx.com/webinars/financial-industry-predictions-2026/">2026 Predictions webinar.</a>

4 Principles to Know Your Customers Better

The long-term success of any financial services organization hinges on one essential thing: data.

At MXS 2025, industry experts shared how financial providers can marry data and today’s top industry trends to improve consumers’ financial experiences.

Using Data to Future Proof Your Financial Institution

As we kick off the new year, it&rsquo;s the perfect time for financial providers to reflect back on the previous year and assess how well they&rsquo;re positioned to meet their goals and assess their future-readiness strategies.
A group of industry leaders recently <a href="https://www.mx.com/summit/2025/future-proofing/">shared their insights</a> into how to win in the evolving financial industry at <a href="https://www.mx.com/summit/">Money Experience Summit 2025</a>. The panelists shared their thoughts on the industry&rsquo;s latest trends &mdash; and how to turn those into real opportunities for growth today and in the future.
The long-term success of any financial services organization hinges on one essential thing: data. By fully tapping into the power of consumer-permissioned financial data, financial providers can prepare for a strong future that helps them win customer loyalty, drive growth, and deliver better experiences.
When institutions fully understand who their customers are, how they are spending their money, and what products they need, they can provide a completely personalized financial experience, more relevant insights and offers, and more. Consumers gain clarity and intelligence to better manage their financial lives. And, financial providers win customer trust, loyalty, and business &mdash; powering their growth for the future.&nbsp;
And, more data sets up financial institutions for an even brighter future. As U.S. Bank&rsquo;s Kirk Benson said, &ldquo;I think there is more data in experiences now than 5 years ago, and there'll be way more 5 years from now.&rdquo; As financial institutions continue to leverage data for more data-driven, personalized financial experiences, the entire industry will benefit.&nbsp;
<h2>Artificial Intelligence</h2>
When it comes to questions of future preparedness, <a href="https://www.mx.com/blog/ais-future-is-intentional/">artificial intelligence (AI)</a> is the go-to answer for the majority of businesses. But, AI alone won&rsquo;t solve everything. As Narmi&rsquo;s Chris Griffin shared, AI initiatives often fail &mdash;&nbsp;sometimes at a very high rate. The good news is that AI initiatives are generally a low-cost and low-stakes way to experiment. So, how can financial institutions set themselves up for the highest rate of success when it comes to AI?&nbsp;
The answer is in the data. Financial institutions that use the right data will create better outcomes. If providers use generic data to train AI models to give financial advice, consumers will receive generic, impersonal advice. On the other hand, when providers use <a href="https://www.mx.com/products/data-enhancement/" target="_blank" rel="noopener">enhanced, consumer-permissioned data</a> to train AI models, consumers will receive personalized financial advice that actually makes a difference.
<h2>Digital Payments</h2>
The way money moves continues to rapidly evolve. Today, digital currencies are taking center stage. For instance, stablecoin &mdash; a digital currency designed to maintain a stable currency &mdash; has become a popular topic of conversation.&nbsp;
Seventy-eight percent of consumers would be open to trying stablecoin and other digital currencies if offered by their bank, <a href="https://bankingjournal.aba.com/2025/11/survey-most-consumers-would-try-stablecoins-if-offered-by-banks/">according to ABA Banking Journal.</a>&nbsp;
However, while there is a significant rise in requests for stablecoin from consumers, friction remains as financial institutions attempt to understand the best use cases. But, businesses can&rsquo;t afford to wait to see how stablecoin adoption plays out.&nbsp;
Kirk shared that he believes every bank will end up with some kind of stablecoin. Financial institutions can decide to react once others adopt it, or they can be the trendsetters. And those who figure out the best way to leverage cryptocurrencies as part of their 2026 strategy will gain even more valuable data-driven insights to fuel the future.&nbsp;
<h2>Open Banking</h2>
Open Banking is the top strategy that forward-facing financial institutions employ. Through <a href="https://www.mx.com/use-cases/open-finance/">Open Banking</a>, financial institutions can help their customers connect their financial accounts and get a more holistic view of their financial life. Additionally, financial institutions can use Open Banking to better understand who their customers are, where they have open accounts, and what financial needs they may have.
Chris pointed out the great need for Open Banking because of the high number of financial accounts that consumers have open (<a href="https://www.mx.com/research/cheat-codes-to-win-and-retain-customers/">MX research shows</a> 47% of consumers have 3 or more financial accounts), &ldquo;Everyone wants to see their aggregated financial picture and no bank is really serving the needs of every individual consumer and business.&rdquo;
Financial institutions that want to be ready for the future should make Open Banking a priority &mdash; regardless of the regulations. Penny Lee, CEO at the Financial Technology Association, said, &ldquo;We should be aspirational in how we treat a customer or a consumer here in the United States to allow them to have a better financial experience than anywhere else in the world.&rdquo;&nbsp;
By capitalizing on data within the industry&rsquo;s top innovations and trends, financial providers will be poised to win today and in the future. Watch the full panel discussion here.
<div style="padding: 56.25% 0 0 0; position: relative;"><iframe style="position: absolute; top: 0; left: 0; width: 100%; height: 100%;" title="MXS 25 - Your Key to Future Proofing Your Business" src="https://player.vimeo.com/video/1121989159?h=1bf63807ea&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0"></iframe></div>

More Data, More Power to Future Proof Your Business

Financial institutions need to leverage enhanced and connected consumer-permissioned data to stay ahead of fraudsters.

At MXS a panel of experts discussed how to use data to fight financial fraud without adding undue friction for consumers. 

How to Fight Fraud Without Adding Friction

Fraud has always followed the money, but in recent years, technology has dramatically accelerated the sophistication and scale of fraud tactics.&nbsp;
Every step the financial industry takes towards digital offerings that enhance security and outcomes, bad actors take similar steps in advancing their fraud tactics and reach. It&rsquo;s clear that data is the most powerful weapon financial institutions have for fighting back. But, data alone stands little chance of combating fraud.&nbsp;
Financial institutions need to leverage enhanced and connected consumer-permissioned data to turn the tide and stay ahead of fraudsters. This was the main theme of a recent panel at the <a href="https://www.mx.com/summit/2025/">Money Experience Summit</a> unpacking how data can be used to prevent fraud without adding friction for legitimate customers.
<div style="padding: 56.25% 0 0 0; position: relative;"><iframe style="position: absolute; top: 0; left: 0; width: 100%; height: 100%;" title="MXS 25 - How to Combat Fraud with Data - NL" src="https://player.vimeo.com/video/1149007020?h=777f4f65db&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0"></iframe></div>
Here are the key takeaways from the discussion.&nbsp;
<h2>Knowing Who (or What) Is at the Door</h2>
One of the panel&rsquo;s central questions was how to distinguish between legitimate users, malicious actors, and growing numbers of automated agents. Karan Gandhi, Senior Director of Credit Strategy at Best Egg, emphasized the importance of persistent, device-level intelligence. He noted that biometrics and other device-level identity authentication methods present a formidable challenge to anyone or anything trying to pose as a known and trusted customer.&nbsp;
But while this problem can be lessened at the device level, this isn&rsquo;t a single data point problem. IP addresses, device fingerprints, behavioral patterns, and authentication history all matter. Combating the future of fraud requires multiple signals taken together.&nbsp;
<h2>Behavioral Signals: How Humans Give Themselves Away</h2>
One of the most compelling insights from the panel was how behavioral data can reveal whether an interaction is human or automated.
&ldquo;If you had to apply for a loan in my name, it would take time to type it,&rdquo; Gandhi explained. &ldquo;But, if you type your own name, you&rsquo;ll do it at a certain speed.&rdquo;&nbsp;
Platforms can analyze typing cadence, mouse movement, copy-paste behavior, and time-on-task to detect anomalies. These subtle signals are extremely difficult for bad actors, and even AI agents, to perfectly replicate.&nbsp;
Utilizing data channels to monitor and examine these &ldquo;biometric behaviors&rdquo; is a perfect example of how fraud can be combated at scale. This kind of intelligence helps institutions spot fraud without constantly interrupting legitimate users.
This also goes beyond logins and identity verifications to help <a href="https://www.mx.com/use-cases/fraud-risk-management/">manage fraud and risk</a>. Financial institutions and fintechs can also look at spending behaviors, transactions, and more to spot anomalies if an identity or account has already been compromised.&nbsp;
<h2>Achieving Protection Without Adding Friction&nbsp;</h2>
One of the most important topics the panel discussed was how to balance security against friction for legitimate users. Essentially this means not trading the user's experience for greater security. The vault that is too good keeps out the owner too.&nbsp;&nbsp;
One main point was the need to move away from one-time authentication towards continuously-updated risk profiles. Brian Bender, general manager of partner solutions at Alloy, described this as building &ldquo;a dynamic system for how to monitor the risk profile of customers over time.&rdquo;&nbsp;
The goal should be to not degrade the user experience unless something actually looks wrong. When behavior shifts or patterns match known fraud signals, then it&rsquo;s time to step up verification.
That same logic applies not just to customers, but to vendors and AI agents as well. Nicole Lauredan, Head of Product Partnerships at Stripe, emphasized the importance of ecosystem-level vigilance against fraud. By ensuring that third-party integrations and data providers are held to the same fraud and risk standards as internal systems, fraudsters have fewer gaps to wriggle through.&nbsp;&nbsp;
<h2>Data Is the Tool. People Make it Powerful.</h2>
Access to data is not what separates effective fraud prevention from reactive response. It comes down to how that data is used.&nbsp;
Fraud prevention succeeds when data is placed in the right hands and applied with context, discipline, and judgment. It requires teams that understand which signals matter, how they fit together, and when to intervene without disrupting legitimate customers.&nbsp;
When used thoughtfully, data allows institutions to move from static defenses to adaptive strategies that evolve alongside fraud itself. Check out the <a href="https://www.mx.com/summit/2025/fraud-and-data/">replay of the full discussion</a> to hear more key insights.

Check out these insights from Sol Rashidi's keynote address from MXS 2025!

At MXS, Sol Rashidi discussed how AI’s future will be determined by intention and not accident. Check out these key takeaways from her keynote. 

The Future of AI Isn’t Inevitable, It’s Shaped by Today’s Choices

AI isn&rsquo;t just the next wave of technology. It is changing the pace at which we work, the quality of decisions we make, and the expectations customers bring to every digital interaction. But, the future of AI is not predetermined. It will be shaped by the choices that businesses make now.&nbsp;
At this year&rsquo;s <a href="https://www.mx.com/summit/2025/">Money Experience Summit</a>, Sol Rashidi, the world&rsquo;s first Chief AI Officer, challenged us to rethink not only what AI can do, but what we should do with it. Put simply: &ldquo;AI has happened, it is happening, and our perspective has shifted.&rdquo;&nbsp;
Here are a few key takeaways &mdash; and what financial institutions and fintechs should think about next.
<h2>The Gap Between Using AI and Doing AI Is Wider Than We Think</h2>
Many organizations believe they&rsquo;re &ldquo;doing AI&rdquo; when they&rsquo;re simply using it. Rashidi drew the distinction sharply:
&ldquo;Using AI is applying ChatGPT, Copilot, or Perplexity to summarize an email. Doing AI means decomposing workflows, figuring out where machines automate and where humans must decide. That&rsquo;s a completely different level of effort.&rdquo;
For financial institutions navigating legacy systems, regulatory requirements, and high consumer expectations, this distinction matters. Using AI can improve efficiency, but doing AI can build long-term value, transform experiences, and unlock entirely new capabilities.
<h2>Not Every Problem Needs AI, but Every Problem Needs Clarity</h2>
In explaining the correct application of AI, Rashini played on the old adage of using the right tool for the right job. She said, &ldquo;If you&rsquo;re cutting a piece of paper, scissors work perfectly. Why introduce a chainsaw? That&rsquo;s the power, and the risk, of AI.&rdquo;
While some use cases will make sense for AI, there are just as many that will either be a blend of human and AI &mdash;&nbsp;or should remain human-only. For instance, our research shows consumers are not ready to trust AI when it comes to more complex financial actions such as financial advice and processing loans. When asked how likely they are to trust AI to help with specific finance-related actions, areas consumers were least likely to trust Ai were:&nbsp;
<ul>
<li style="font-weight: 400;" aria-level="1">Providing basic financial advice(46%)</li>
<li style="font-weight: 400;" aria-level="1">Categorizing transactions to help understand where money is going (42%)</li>
<li style="font-weight: 400;" aria-level="1">Processing a loan or credit application based on their financial data (42%)</li>
<li style="font-weight: 400;" aria-level="1">Providing investment-related financial advice (39%)</li>
</ul>
&nbsp;For financial services, AI needs to be more nuanced than the catch-all buzzword it has become. And, the&nbsp; future isn&rsquo;t replacing humans with AI. It&rsquo;s leveraging AI to support humans where it can streamline efficiency, add data-driven value, and make a meaningful difference.
<h2>AI Is Only as Good as the Data&nbsp;</h2>
<blockquote>
&ldquo;AI is simply a data product. It&rsquo;s only as good as the data feeding it.&rdquo; &mdash; Sol Rashidi
</blockquote>
Without disciplined, consistent, well-governed data, even the most advanced AI systems cannot produce meaningful outcomes. AI doesn&rsquo;t compensate for weak data foundations &mdash; it amplifies them.
In the financial industry, bad data could lead to genuinely poor outcomes for consumers; inaccurate credit assessments that misclassify a borrower&rsquo;s risk, flawed personalization engines that surface irrelevant or misleading insights, and broken fraud-detection models that generate false positives or overlook real threats.&nbsp;
AI fueled with bad data can also distort budgeting tools, disrupt onboarding flows, and cause conversational AI to give incomplete or incorrect guidance. Any and all of which can erode trust and undermine the value AI is supposed to create.
As she put it, leaders must recognize that data is not a technical afterthought, but the core ingredient that determines whether AI evolves into something genuinely useful or remains an unrealized promise.
<h2>The Next Era of AI Will Require Human Judgment More Than Ever</h2>
Even the most advanced systems struggle to interpret nuance, context, emotion, and intention.
The devil is in the details as the saying goes. AI, while amazing and efficient at broad strokes, makes mistakes in the details. Rashidi illustrated this with a simple but striking example of an AI vision model misidentifying shadows on a dog as a tiger.&nbsp;
As AI becomes more universal, these mistakes will continue to pile up and compound the issue. And, the only way to mitigate this issue is by scaling the injection of human judgment into the process along the way. As Rashidi stated &ldquo;Critical thinking is the human differentiator, and we cannot outsource it.&rdquo;&nbsp;
<h2>The Future of AI in Financial Services</h2>
AI&rsquo;s momentum is undeniable. However, its value, especially in financial services, comes down to how thoughtfully it&rsquo;s applied.&nbsp;
As we look ahead, the real opportunity is not simply to implement AI, but to use it as a catalyst for a more connected, more intuitive, and more human financial experience.

The Future of AI Isn’t Inevitable — It’s Intentional

The White House’s Executive Order on AI marks a significant shift toward a unified national approach — and presents opportunities for financial services. 

Road Ahead for Financial Data Ecosystem: White House EO on AI

At MX, we have long believed that data is the fuel that powers the engine of artificial intelligence (AI). Without clean, enhanced, and connected data, AI is just a shiny new toy. But, with the right data powering it, AI becomes a tool for "Intelligence Amplified."&nbsp;
We see this in how our products leverage AI to <a href="https://www.mx.com/products/data-enhancement/">transform raw, messy transaction data</a> into clear, actionable insights &mdash; categorizing spending, helping to spot anomalies that could be signs of fraud, and surfacing <a href="https://www.mx.com/products/financial-insights/">personalized financial advice</a> that helps consumers become financially strong. As we continue to build tools that turn financial noise into intelligence, we are closely watching the regulatory landscape that will define the rules of the road for our industry.
The White House&rsquo;s recently released <a href="https://www.whitehouse.gov/presidential-actions/2025/12/eliminating-state-law-obstruction-of-national-artificial-intelligence-policy/">Executive Order (EO) on AI</a> marks a significant shift toward a unified national approach, aiming to accelerate the United States as a leader in the AI sector by removing regulatory fragmentation.&nbsp;
The EO establishes a clear national policy to prevent "burdensome or ideologically driven" state regulations that could stifle innovation. To enforce this, it creates an AI Litigation Task Force within the Department of Justice (DOJ) to challenge conflicting state laws and directs the Department of Commerce to identify state mandates &mdash; such as those requiring the alteration of truthful model outputs &mdash; that should be preempted.&nbsp;
Furthermore, the EO leverages federal purse strings, restricting specific funding for states with onerous AI laws and directing the FCC and FTC to standardize federal reporting and disclosure rules. Ultimately, it creates a uniform federal framework that preempts a patchwork of state laws while preserving state authority in specific areas like child safety and infrastructure.
As we look to the future, this push for a unified framework could unlock massive potential for the financial services industry, provided the right guardrails remain in place. A standardized regulatory environment allows fintechs and banks to deploy AI more confidently, moving beyond simple chatbots to hyper-personalized "financial concierges" that can proactively renegotiate bills, predict overdraft risks before they happen, and democratize access to credit for the underbanked.&nbsp;
That said, the safety of consumer financial data remains paramount. As we embrace AI innovations, the industry must self-impose rigorous standards on data privacy and model explainability as regulation is developed and considered. Consumers deserve to know that the AI managing their money is not only efficient but also unbiased, transparent, and secure.&nbsp;
Innovation should never come at the cost of trust. The future of financial services depends on our ability to protect the consumer while empowering them with the best technology available.

The Executive Order on AI: The Road Ahead for the Financial Data Ecosystem

Takeaways from U.S. Bank’s Future of Finance Podcast with MX Co-Founder and CEO, Ryan Caldwell

The Experience-First Future of Finance

The future of finance isn&rsquo;t just defined by product roadmaps or the latest wave of artificial intelligence (AI) capabilities. It&rsquo;s emerging from deeper conversations about what consumers actually need.&nbsp;
This premise came into sharp focus in a recent <a href="https://www.youtube.com/watch?v=COqzqKNJlkY">U.S. Bank podcast episode</a> recorded live at Money20/20 USA with <a href="https://www.linkedin.com/in/dominicventuro/">Dominic Venturo</a>, Chief Digital Officer at U.S. Bank, <a href="https://www.linkedin.com/in/wrightjordan/">Jordan Wright</a>, CEO at Atomic, and <a href="https://www.linkedin.com/in/ryancaldwell/">Ryan Caldwell</a>, co-founder and CEO at MX.&nbsp;
Consumers don&rsquo;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 &mdash;&nbsp;and leaning in to a future where the consumer experience is their core product.&nbsp;
As Ryan Caldwell explained, &ldquo;Our job is to make them &mdash; a financial institution, a fintech, any entity we serve &mdash; look like a hero to that consumer. And we can&rsquo;t do that if we&rsquo;re not constantly thinking about what that consumer needs. We are obsessed with thinking about what they&rsquo;re anticipating, the experiences they want to have, and they have to be near magical &mdash; very delightful.&rdquo;
<h2>The Experience Starts with Clean, Connected Data</h2>
<a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX research</a> shows 38% of consumers agree their financial providers aren&rsquo;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&rsquo;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 <a href="https://www.mx.com/products/data-enhancement/">enriched data</a> is the foundation that enables the personalization, guidance, and financial clarity consumers increasingly expect.
That&rsquo;s why data infrastructure is quickly becoming as important as product development. Without high-quality, <a href="https://www.mx.com/products/data-access/">connected data</a>, financial institutions can&rsquo;t anticipate consumer needs or create experiences that feel seamless and intuitive.&nbsp;
As Dominic Venturo said, when &ldquo;we&rsquo;re enriching data, we&rsquo;re enriching experiences.&rdquo; For financial institutions moving toward an experience-first model, modernizing the data layer isn&rsquo;t just a technology upgrade &mdash; it&rsquo;s the first meaningful step toward meaningful transformation.
<h2>Innovation Thrives in Collaboration&nbsp;</h2>
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 &mdash; 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&rsquo;re rooted in genuine relationships. &ldquo;Relationships can&rsquo;t be overstated &hellip; I think the long game is probably the most underrated aspect of creating great relationships&rdquo; with financial institutions.&nbsp;
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.
<h2>Design Is a Trust Signal</h2>
Design plays a far bigger role in financial confidence than many realize. It&rsquo;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, &ldquo;the technology enables us to do certain things, but when you&rsquo;re customer obsessed &hellip; it requires not only the technology, but it requires an amazing experience design.&rdquo;&nbsp;
Consumers agree: <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX research</a> shows that 91% say a <a href="https://www.mx.com/products/mobile-banking/">good mobile experience</a> matters, and more than half would switch financial providers if the mobile experience fell short.
That&rsquo;s why design has become a strategic differentiator. <a href="https://www.mx.com/products/personal-financial-management/">Financial journeys should feel intuitive</a>: 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.
<h2>The Future is Experience-First</h2>
The path forward for financial institutions is clear: experience isn&rsquo;t an accessory to banking &mdash; it is the value proposition. The future won&rsquo;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 &mdash; whether they want to do it themselves, do it together, or have a banker support them behind the scenes. That&rsquo;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&rsquo;re ready to bring experience-first banking to life at your institution, we&rsquo;d love to show you what&rsquo;s possible. <a href="https://www.mx.com/request-demo/">Book a demo with MX</a> and see how connected data, collaborative partnerships, and modern design can elevate your digital experience.

The Future of Finance Is Experience-First

Check out these insights from a panel at MXS on how data drives better outcomes in financial services. 

Discover how financial institutions use data to improve consumer outcomes, deepen engagement, and drive growth across banks and credit unions.

How Data Is Reshaping Consumer Financial Outcomes

Inflation pressure, shifting digital habits, and the sheer quantity of available financial products have fundamentally changed how people manage money. In this crowded market, financial institutions are striving to grow deposits, deepen engagement, and prove relevance against digital-first competitors.
The financial institutions that will thrive are the ones that use data not just to understand their customers, but to meaningfully improve their financial lives.
That theme emerged repeatedly during a <a href="https://www.mx.com/summit/2025/better-outcomes/">recent panel</a> at the<a href="https://www.mx.com/summit/2025/"> Money Experience Summit</a>, where industry leaders explored how banks and credit unions can deliver better consumer outcomes through the intelligent use of data.
<h2>Rethinking Financial Health: A Definition That Refuses to Stand Still</h2>
Although nearly all financial institutions claim to prioritize <a href="https://www.mx.com/use-cases/financial-wellness/">financial wellness</a>, the industry still lacks a shared definition. Jana Manley, Chief Growth Officer at Suncoast Credit Union, noted that everyone struggles with figuring out what financial health really means. What one person considers healthy might look completely different to someone else.&nbsp;
Without a consistent definition, many institutions default to fragmented approaches &mdash; education here, product initiatives there &mdash; without a cohesive strategy for driving impact and measuring progress.
The panel agreed that financial health must be defined holistically and personally. And, initiatives to build financial health that are not rooted in the specific needs of diverse communities and households will fail to move the needle.
As Freda Amir, Head of Marketing at California Coast Credit Union, put it:
&ldquo;Financial health isn&rsquo;t one-size-fits-all. It&rsquo;s unique across demographics, generations, income levels, and communities. Personalization is the only way to meet those needs meaningfully.&rdquo;
<h2>Community-Focused Institutions Lean Into Human Impact</h2>
A point of emphasis for the panel was how community banks and credit unions often have unique insights into populations that are frequently overlooked by larger institutions. Because these organizations have closer, more nuanced relationships with their members and customers, they&rsquo;re often the first to notice emerging needs or cultural dynamics.
Jason Lazzerini, Chief Digital Officer at Central Pacific Bank, shared how local demographic realities shape financial behavior in ways large national banks rarely account for with their customers. He explained that, when institutions find underserved communities and tailor solutions around their specific needs, the result is a win-win: improved financial health and stronger customer loyalty.
This community-centered approach can be a differentiator in an increasingly commoditized industry, but it comes with its own pressures. Regional institutions must balance community commitments with profitability. Credit unions must balance member needs with operational scalability.&nbsp;
As Manley noted, mission-driven institutions increasingly focus less on ROI and instead ask &ldquo;what does this do for the person on the other end?&rdquo; That shift reflects a broader industry reorientation toward human-centered value.
<h2>Financial Wellbeing and Financial Performance Are Not Opposites</h2>
The panel continually came back to the idea that supporting consumer financial health directly aligns with improving institutional performance. Healthier customers stay longer, consolidate more of their financial lives with one institution, and rely more deeply on institutions that support their day-to-day stability.
The panel underscored the compounding nature of this value &mdash;&nbsp;a happy member is a long-term member. This means institutions should focus on building relationships that span decades, not selling one-off products.
That said, the only way to generate these types of long-term relationships in a digital ecosystem is to leverage consumer-permissioned data to drive better experiences and provide specific, <a href="https://www.mx.com/products/financial-insights/">actionable and personalized insights</a>.&nbsp;
<h2>The Future: Data as a Strategic Differentiator</h2>
Data is the bridge between institutional performance and genuine consumer wellbeing. When used thoughtfully, consumer-permissioned data transforms broad intentions into precise, timely actions. This helps institutions understand consumer needs more clearly, <a href="https://www.mx.com/products/personal-financial-management/">engage them more effectively</a>, and support their financial stability in ways that truly matter.
Across banks and credit unions, data is the foundation for delivering meaningful outcomes &mdash; both for institutions and the people they serve.

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Financial Wellness Cheat Sheet: Driving Success for Your Consumers

More Data, More Power to Future Proof Your Business

Raising the Bar on Customer Satisfaction in 2026

How to Fight Fraud Without Adding Friction

Using Data-Driven Personalization to Unlock Primacy

The Future of AI Isn’t Inevitable — It’s Intentional

The Executive Order on AI: The Road Ahead for the Financial Data Ecosystem

The Future of Finance Is Experience-First

Data as a Catalyst: How Financial Institutions Are Reimagining Consumer Outcomes

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Financial Wellness Cheat Sheet: Driving Success for Your Consumers

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Using Data-Driven Personalization to Unlock Primacy

The Future of AI Isn’t Inevitable — It’s Intentional

The Executive Order on AI: The Road Ahead for the Financial Data Ecosystem

The Future of Finance Is Experience-First

Data as a Catalyst: How Financial Institutions Are Reimagining Consumer Outcomes