At the Money Experience Leadership Forum, financial leaders discussed how to find paths to growth across the industry.

At the Money Experience Leadership Forum, financial providers gathered for open discussions on the future of the financial industry.

MX Leadership Forum Recap

Larry King once said, &ldquo;I remind myself every morning: Nothing I say this day will teach me anything. So if I&rsquo;m going to learn, I must do it by listening.&rdquo; The greatest wisdom comes by gathering experts together and learning from one another. This principle was a key motivation behind MX&rsquo;s invite-only <a href="https://www.mx.com/leadership-forum/">Money Experience Leadership Forum</a>.&nbsp;
At the Money Experience Leadership Forum, MX gathered 30 industry leaders to enjoy the majestic mountains of Sundance, Utah. Here attendees actively participated in open discussions about the state of the industry &mdash; and how to find paths to growth.
<img src="https://cms.mx.com/assets/ad2c99ea-d900-4d7e-a55c-938bf2dae7f6?width=1858&amp;height=1238" alt="26 Mxlf Welcome Reception 73 V1" />
The event covered key topics for the industry &mdash; artificial intelligence (AI), establishing a data-driven culture, and identifying opportunities to serve customers. And, the greatest value came from financial providers sharing their real, learned experiences. Here are some of the key themes across the discussions.
<h2>Data Is the Foundation for Everything</h2>
Data was at the heart of every conversation around building better relationships, increasing trust, and helping consumers understand their full financial picture. <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX data shows</a> that 59% of consumers expect their financial provider to leverage the data they have about them to personalize the experience, proving that data is a key driver for consumer relationships.&nbsp;
In order to move into a future-ready banking culture, financial institutions need to embrace data at every level. Personalization, digital experiences, AI, and more are all only as good as the data powering them.
<img src="https://cms.mx.com/assets/652b3852-0612-46e6-b446-e28961e4a5de?width=2223&amp;height=1482" alt="26 Mxlf Afternoon Session 75" />
<h2>Banking Fundamentals Still Matter Most</h2>
Innovation has come to drive growth and change in the financial industry, but success continues to be defined by financial institutions that excel at the basics.
While creating a next-level mobile experience is key, financial leaders must first think about how to drive customer engagement. Bringing AI into the customer experience is essential, but financial providers should start by understanding <a href="https://www.mx.com/blog/financial-wellness/">how they can impact financial wellness</a>. Implementing new and innovative tech is important, but it isn&rsquo;t nearly as powerful without first understanding the need to increase deposits.
Financial institutions must take advantage of new technologies to provide customers with excellent financial experiences. But, the first step is keeping their focus on the banking fundamentals.
<h2>The Role of AI in Financial Services</h2>
AI dominates conversations around the future of the industry. The Money Experience Leadership Forum was no exception. As financial service professionals search for areas to innovate, AI provides a great opportunity to increase engagement and become more operationally efficient.
But, in order to be successful with AI implementation, financial providers need to recognize that AI is an essential part of the journey &mdash; not the destination. Adopting AI for the sake of AI doesn&rsquo;t make the difference. <a href="https://www.mx.com/blog/ai-will-become-user-centric-in-2026/">Using AI with intention to transform financial processes</a> will enable financial leaders to do more for their customers and their business. And, it will push providers into a new era of banking.
<h2>Industry Leaders Making a Difference</h2>
The event was centered on creating a better financial ecosystem &mdash; with the action that makes it possible. In pursuit of this goal, attendees demonstrated their commitment to better the finances of their customers &mdash; and to have a lasting impact on the world.&nbsp;
These leaders are ready to make changes to create a financial system that benefits consumers from all walks of life. By creating space to listen, learn, and challenge one another, these financial providers are shaping what comes next. With leaders eager to make this difference, the future of financial services is bright.&nbsp;
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An Inside Look at the Money Experience Leadership Forum

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.
<div style="padding: 56.25% 0 0 0; position: relative;"><iframe style="position: absolute; top: 0; left: 0; width: 100%; height: 100%;" title="MX Minis - Getting PFM Right" src="https://player.vimeo.com/video/1145352710?h=f6a90f3576&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0"></iframe></div>
<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

New research shows that most Americans report living paycheck to paycheck. But, the right tools can improve that, see how. 

See How MX Can Reduce Your Customer's Financial Stress

Explore what it means to live paycheck to paycheck today and how greater financial clarity through MX tools can help consumers build stability and improve outcomes.

 Defining Living Paycheck to Paycheck with MX Data

For many Americans, financial goals aren&rsquo;t about getting ahead, they are about getting through the month. <a href="https://www.mx.com/research/financial-health-tension/">MX&rsquo;s latest consumer research</a> reveals a financial reality defined by tension &mdash; consumers are broadly optimistic about the future, yet strained in the present. At the center of that tension is a widespread experience: living paycheck to paycheck.
As financial providers better understand consumers and their greatest financial needs, they&rsquo;ll be able to prove that consumers&rsquo; financial lives are a priority. And, as this prioritization leads them to implement the right tools, they&rsquo;ll become financial partners that actually drive consumer financial health.
In this blog, financial providers will learn more about the data behind living paycheck to paycheck, and will see how financial tools can have a lasting impact on consumer financial health.
<h2>What &ldquo;Paycheck to Paycheck&rdquo; Really Means</h2>
According to the research report, 62% of consumers consider themselves to be living paycheck to paycheck. But, that label doesn&rsquo;t mean the same thing for everyone.
Most consumers (46%) chose a definition that said living paycheck to paycheck meant covering bills but nothing else, while 1 in 3 chose a definition that reflects a lack of ability to save enough.&nbsp;
Consumers define living paycheck to paycheck as:
<table>
<tbody>
<tr>
<td>
Able to pay bills each month but cannot add to my savings or retirement
</td>
<td>
26%
</td>
</tr>
<tr>
<td>
Unable to pay my monthly bills without my next paycheck
</td>
<td>
20%
</td>
</tr>
<tr>
<td>
No savings set aside
</td>
<td>
18%
</td>
</tr>
<tr>
<td>
Savings amount is too small
</td>
<td>
15%
</td>
</tr>
<tr>
<td>
Not able to build additional wealth during a typical month
</td>
<td>
12%
</td>
</tr>
<tr>
<td>
Able to pay bills and contribute to retirement funds each month but cannot add to my savings
</td>
<td>
7%
</td>
</tr>
</tbody>
</table>
Whatever the definition, living paycheck to paycheck is often more about stalled progress than financial instability.
<h2>Stability Comes First</h2>
Ultimately, the data points to a simple truth &mdash; most consumers are focused on financial stability before anything else. Nearly 1 in 5 (19%) say their top goal for 2026 is simply covering monthly bills, followed by paying down credit card debt (16%) and saving for retirement (10%).
For millions, financial health doesn&rsquo;t begin with wealth-building, it begins with breathing room.
<h2>A Different View Inside MX Data</h2>
Another way to understand this dynamic is through spending behavior. Financial guidance often suggests saving 15&ndash;20% of income, so consumers spending 90% or more of their income can be considered to be living paycheck to paycheck.
But, while more than 6 in 10 consumers identify themselves as living paycheck to paycheck, MX platform data indicates that the right tools can significantly reduce that number. MX platform data leveraging anonymized consumer-permissioned data shows that 51% of users spend at least 90% of their income each month, and 42% of consumers spend 95% of their income.&nbsp;
While these numbers remain too far from zero, this data shows that those that engage with MX&rsquo;s financial insights solution are as much as 21% less likely to be living paycheck to paycheck than consumers overall. That gap suggests that the financial institutions that offer visibility and actionable insights can meaningfully influence financial health for consumers.&nbsp;
<h3>From Insight to Impact: Turning Financial Data into Better Outcomes</h3>
Understanding where consumers stand is the first step toward helping them move forward. With MX <a href="https://www.mx.com/products/financial-insights/">Insights</a> and <a href="https://www.mx.com/products/personal-financial-management/">PFM</a> solutions, financial institutions can gain a clearer view of behavior, identify those at risk of living paycheck to paycheck, and deliver experiences that improve financial health while deepening engagement. For FIs, that means turning insight into action, and action into better outcomes.
To see how this could improve outcomes for your customers, request a demo today.
&nbsp;

Paycheck to Paycheck: The Financial Reality Facing Most Americans in 2026

Founders Day — an MX company holiday — commemorates the founding of MX and gives us a strong reminder of our mission.  

MX’s company holiday, Founders Day, is an important reminder to think like a founder as we continue to empower the world to be financially strong.

MX Celebrates Founders Day

This Friday, the MX team is taking the day off for a very important day &mdash; Founders Day. This company holiday commemorates the founding of MX, honors the foundation co-founders Ryan Caldwell and the late <a href="https://www.mx.com/dewitt/">Brandon Dewitt</a> built at MX, and gives us a strong reminder of the values and purpose that push the MX team forward.&nbsp;&nbsp;
<h2>The Founding of MX</h2>
In 2010, Ryan and Brandon were on separate, but similar, paths. Ryan started MoneyDesktop, the foundation of what is now MX, and Brandon co-founded the company MyJibe &mdash; a personal finance web application company. Both businesses had a mission rooted in helping people better understand and manage their finances. And, both founders had a love for making a difference in the future of mankind.&nbsp;
Brandon flew to Utah to talk more with Ryan to learn more MoneyDesktop and simply never left. Their shared passion and purpose turned into months of strategizing, planning, and writing code together. In November 2011, MoneyDesktop acquired MyJibe, creating MX.&nbsp;
<h2>Building the MX Values</h2>
The founding of MX was driven by a strong purpose to shape a financial system that better serves families and innovation. To align with this mission, the early leadership established MX&rsquo;s core values with intention. <a href="https://www.mx.com/company/#values">The values that guide our aspirations are</a>:
<ul>
<li style="font-weight: 400;" aria-level="1">Purposeful Contribution: Contribution demands execution and MX chooses to have a strong bias towards execution.</li>
<li style="font-weight: 400;" aria-level="1">Exuberance for Life: We believe we get the chance, but also have the responsibility, to uplift others by being inspirational, encouraging, kind (even when being firm), and loving.</li>
<li style="font-weight: 400;" aria-level="1">Founder Mindset: When encountering any problem, we ask ourselves, &ldquo;If not me, then who? If not now, then when?&rdquo;</li>
<li style="font-weight: 400;" aria-level="1">Foundation of Trust: We are a data-driven organization that believes in radical honesty. We leverage metrics and data to celebrate our capability, increase our transparency, optimize our accountability, and expose our vulnerability.</li>
<li style="font-weight: 400;" aria-level="1">Objectivity in Discourse: Data determines merit of claims in a debate.</li>
<li style="font-weight: 400;" aria-level="1">Cognizance: We choose to have empathy and be aware of how we are affecting others &ndash; always being respectful, fair and kind to team members, the company, partners, clients, end-users, competitors, and the world.</li>
<li style="font-weight: 400;" aria-level="1">Iterative Innovation: We believe in highly iterative and rapid innovation. We start small, make quick cuts, test assumptions, fail quickly, make adjustments, and improve.</li>
</ul>
<h2>Living as a Founder</h2>
While each of our values push the MX team to be better, Founders Day serves as a strong reminder to embody a Founder Mindset. This value involves taking initiative and acting when encountering challenges. A Founder Mindset drives a shared sense of ownership and a commitment to leave our communities better than we found them. And, in today&rsquo;s world, that&rsquo;s more important than ever.
MX recently found that <a href="https://www.mx.com/research/financial-health-tension/">31% of consumers say they are worried about their ability to cover an unexpected expense</a>. This unsettling statistic proves that consumers need help with their finances. And, <a href="https://www.mx.com/research/financial-apps-fall-short/">31% of consumers agree they don&rsquo;t feel financial providers do enough to support their financial needs</a>. Today, there is a greater need than ever before for the industry to take ownership and provide consumers with the tools that will help them achieve positive financial outcomes.&nbsp;
Let&rsquo;s all take this dedicated time to consider the purpose behind our work and life &mdash; and how we can continue to empower the world.
<a href="https://www.mx.com/request-demo/">Learn more about how MX empowers the world to be financially strong</a>.

Founders Day: Embodying a Founder Mindset for a Greater Impact

RVP of Sales

What Formula 1 reveals about modern financial services—from real-time data to personalized experiences and better consumer outcomes.

What Formula 1 Can Teach Financial Services About Speed and Precision

At the Money Experience Leadership Forum in Sundance, I had the incredible opportunity to sit down with Gary Foote of the Haas F1 Team in a keynote address that explored an unexpected but powerful parallel: Formula 1 racing and modern financial services.
At first glance, the two worlds feel far apart. One is defined by speed, precision, and global spectacle. The other by trust, infrastructure, and everyday decision-making. But beneath the surface, both are driven by the same fundamental dynamic: performance at the edge of complexity.
<h3>The Consumer Is in the Driver&rsquo;s Seat</h3>
In Formula 1, the driver sits in the cockpit, making split-second decisions at over 200 miles per hour. Every turn carries risk. Every move reflects strategy, instinct, and the desire to win.
Financial services is no different.
Consumers are in the driver&rsquo;s seat of their financial lives. They decide when to spend, save, borrow, and invest. They navigate uncertainty, react to changing conditions, and balance short-term needs with long-term goals. The &ldquo;race&rdquo; is deeply personal, but no less complex.
And just like in F1, the outcome is not determined by the driver alone.
<h3>The Team Behind the Machine</h3>
No F1 driver wins alone. Engineers, analysts, and strategists continuously refine performance using real-time data.
Financial institutions play that same role. They are responsible for building the systems, insights, and experiences that support better decision-making.
And, the expectation is clear: <a href="https://www.mx.com/research/cheat-codes-to-win-and-retain-customers/">82% of consumers</a> expect their provider to use data to deliver more personalized experiences. At the same time, <a href="https://www.mx.com/research/what-consumers-want-from-financial-providers/">75% of consumers</a> expect proactive guidance on financial issues.&nbsp;
But like in racing, the goal is not to take control away from the driver. It is to enable better decisions in the moments that matter most.
<h3>Marginal Gains, Meaningful Impact</h3>
In Formula 1, races are often decided by fractions of a second. Small optimizations compound into winning outcomes.
Financial services operate the same way. A well-timed alert. A clearer view of cash flow. A smarter recommendation.
Individually, these moments feel small. Collectively, they shape financial outcomes.
This matters more in a world where <a href="https://www.mx.com/research/the-missing-link/">44% of consumers </a>say they struggle to make ends meet and many feel underserved by their providers. Incremental improvements are not just nice to have &mdash; they are essential.
<h3>Data Is the Difference</h3>
Modern F1 runs on telemetry, simulation, and constant feedback loops. Financial services is moving in the same direction.
Consumers increasingly expect institutions to understand them and act accordingly. <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/?_gl=1*1dm7taw*_gcl_au*MTcwODIxMTYwMi4xNzY1MjIyODI3*_ga*NDkzMTI3MjQwLjE3MjYwNzU1MDk.*_ga_Y1KF9XT0B9*czE3NzE5NTMzNjgkbzM5OSRnMSR0MTc3MTk1MzM3OSRqNDkkbDAkaDA.">More than half (53%)</a> say they would give their financial provider more of their data if they knew it would result in a better experience.&nbsp;
The advantage no longer comes from having data. It comes from using it well&mdash;turning insight into action in real time.
<h3>Building for the Full Race</h3>
Formula 1 teams do not build cars for a single lap. They build for the full race. Conditions change. Strategies evolve. Unexpected challenges arise.
The same is true for financial lives.
Consumers are not navigating a single transaction. They are managing an ongoing journey shaped by life events, economic shifts, and personal goals. Supporting that journey requires systems that are flexible, resilient, and continuously improving.
It also requires alignment.
In F1, the best teams combine ambitious drivers with disciplined, data-driven support systems. The driver wants to win. The team ensures that every decision increases the likelihood of getting there.
In financial services, success comes from the same balance. Empowered consumers paired with intelligent, data-driven infrastructure.
<h3>The Finish Line Is Better Outcomes</h3>
The lesson from Formula 1 is not about speed for its own sake. It is about precision, coordination, and continuous improvement.
When consumers are equipped with the right tools and insights, they are better positioned to navigate their financial lives with confidence. When institutions operate as high-performing teams behind the scenes, they create the conditions for those outcomes to improve.
In both racing and financial services, the margin between success and failure is often small.
But, those margins matter.

Precision at Speed: What Formula 1 Reveals About Financial Services

In 2026, banks that are not obsessed with their mobile strategy will fall behind. 


In 2026, the financial industry will have to shift to a mobile-obsessed mindset to create better financial experiences for consumers.

How Financial Institution Can Win with Mobile in 2026

A decade ago, mobile apps were the newest innovation to hit the world of banking &mdash; making financial management more accessible to consumers on the go. While it once was a sign of major innovation, it&rsquo;s become the most basic expectation consumers have for financial providers to help them better manage their facial lives.
Because <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">52% of people</a> say they check their most used banking or finance app every single day, mobile and digital banking is the place to start to have a greater impact on consumers&rsquo; financial lives. As financial institutions look toward the future, they&rsquo;ll see how they can leverage their mobile apps to empower growth across the business.
MX&rsquo;s latest whitepaper diving into <a href="https://www.mx.com/whitepapers/2026-predictions/">key predictions for 2026</a> solidifies mobile banking as a key component for banking strategies this year. In 2026, we predict that banks that are not obsessed with their mobile strategy will fall behind. A basic mobile app won&rsquo;t just inconvenience customers, it will cause even banks with deep customer relationships to become obsolete.
<h2>Consumers Won&rsquo;t Tolerate Bad Mobile Experiences</h2>
Mobile banking can be the deciding factor for whether or not consumers will stay with their bank. And, if banks don&rsquo;t deliver on consumers&rsquo; most wanted features, consumers will be ready to move on.
Consumer opinions around their financial institution are largely shaped by their mobile banking experience. <a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">Recent MX research</a> found that consumer expectations around mobile banking continue to rise. In fact, 67% of consumers wouldn&rsquo;t choose a financial provider that had a bad mobile experience.
<img src="https://cms.mx.com/assets/bf0f315c-2c89-40eb-bc1a-24702ace8f72?width=2581&amp;height=2084" alt="2c43f8a2 1b9a 47df 80b7 C71e8d18453f" />
<h2>What Makes a Great Mobile Banking Experience?</h2>
<a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">MX recently asked consumers</a> what makes a good mobile banking experience. The answers were varied &mdash; with 68% of consumers wanting fraud alerts and the ability to stop payments within their mobile application at the top of their list. Card control options and mobile check deposits were also top features needed to create a good mobile banking experience.<img src="https://cms.mx.com/assets/0f65884e-1fa2-4c06-b3a2-34164061c570?width=1684&amp;height=3269" alt="69170" />
But, mobile banking is about much more than new, sleek features. In fact, not even AI will be the make or break mobile banking feature &mdash; if the right experience isn&rsquo;t built first. As Crystal Anderson, MX&rsquo;s Chief of Staff and Head of Product said in a recent webinar highlighting the <a href="https://www.mx.com/webinars/financial-industry-predictions-2026/">top industry predictions for 2026</a>, "[Mobile banking] has to be about the experience. You can't just add a bunch of AI features into the app. It is about the experience." When you think about how the mobile app impacts the financial experience for consumers as a whole, you&rsquo;ll win.
<h2>The Role of Personalization in the Mobile Experience</h2>
As there is no catch-all solution for must-have mobile banking features, financial providers should bring one key element into their mobile banking strategy: personalized financial experiences.
<a href="https://www.mx.com/research/crossing-the-chasm-consumer-demand-mobile-experiences/">Fifty-one percent of consumers say</a> they expect greater levels of personalization from their finance-related mobile apps than what they receive today. When consumers are presented with offers or services that are irrelevant to their needs, <a href="https://www.mx.com/webinars/financial-industry-predictions-2026/">MX&rsquo;s Jess Linford said</a>, &ldquo;they&rsquo;ll use it as a way to stop listening.&rdquo;
<div style="padding: 56.25% 0 0 0; position: relative;"><iframe style="position: absolute; top: 0; left: 0; width: 100%; height: 100%;" title="26 Webinar Predictions - Personalization" src="https://player.vimeo.com/video/1164056340?h=24c16dcbc9&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0"></iframe></div>
<h2>The Need to Lead with Mobile</h2>
<a href="https://www.mckinsey.com/ch/~/media/mckinsey/industries/financial%20services/our%20insights/the%20state%20of%20retail%20banking%20profitability%20and%20growth%20in%20the%20era%20of%20digital%20and%20ai/the-state-of-retail-banking-profitability-and-growth-in-the-era-of-digital-and-ai.pdf">A report from McKinsey &amp; Company said</a>, &ldquo;Mobile is now the gateway to everyday banking for a growing majority of consumers in various markets. Banks therefore need to design their distribution so it leads with mobile.&rdquo;
Instead of simply considering mobile, financial institutions should lead growth strategies with mobile. It&rsquo;s where the customers are. And, it will lead the financial institutions to grow in 2026.
<a href="https://www.mx.com/products/mobile-banking/">Discover how you can take your mobile banking experience to the next level</a>.

Why 2026 Is the Year of Mobile-Banking Obsession

Fraud is evolving and a growing vulnerability is consumer authorized fraud. Check out these insights form MX's 2006 predictions. 

When Fraud Looks Like Trust, Consumers Lose. 

<h3>Why Consumer-Authorized Scams Will Define Financial Crime in 2026</h3>
For years, financial institutions have invested heavily in keeping criminals out. Stronger authentication, tokenized credentials, and real-time monitoring have raised the bar for traditional fraud. Those efforts worked. In many cases, breaking into accounts is harder than ever.
But, fraudsters have not been discouraged. They have changed tactics.
As AI accelerates social engineering and impersonation risks, the greatest fraud risk is no longer stolen credentials. It&rsquo;s stolen confidence. Consumers are increasingly being manipulated into approving transactions themselves, believing they are acting securely. That shift leads to one of <a href="https://www.mx.com/webinars/financial-industry-predictions-2026/">MX&rsquo;s defining predictions</a> for the financial industry in 2026:
The biggest fraud challenge won&rsquo;t be keeping criminals out. It will be stopping them from convincing consumers to let them in.
<h3>The Rise of Consumer-Authorized Scams</h3>
Consumer-authorized fraud is growing because it bypasses the very controls financial institutions rely on. Instead of hacking systems, criminals persuade people.
Key signals from recent data highlight how quickly this threat is escalating:
<ul>
<li style="font-weight: 400;" aria-level="1">$12 billion in consumer fraud losses <a href="https://www.ftc.gov/news-events/news/press-releases/2025/03/new-ftc-data-show-big-jump-reported-losses-fraud-125-billion-2024">reported by the FTC</a> in 2024, driven largely by imposter scams and investment schemes.</li>
<li style="font-weight: 400;" aria-level="1">$16 billion in losses recorded by the <a href="https://www.fbi.gov/news/press-releases/fbi-releases-annual-internet-crime-report">FBI&rsquo;s Internet Crime Complaint Center</a> the same year, primarily tied to social engineering.</li>
<li style="font-weight: 400;" aria-level="1">$15 billion in projected U.S. authorized push payment fraud losses by 2028, <a href="https://www.deloitte.com/us/en/insights/industry/financial-services/authorized-push-payment-fraud.html">according to Deloitte</a>.</li>
<li style="font-weight: 400;" aria-level="1">More than 60% of data breaches involve a human element, as <a href="https://www.verizon.com/business/resources/reports/2025-dbir-executive-summary.pdf">reported by Verizon</a>.</li>
</ul>
Fraudsters are following the path of least resistance, and today that path runs through human decision making.
<h3>Why Stronger Security Isn&rsquo;t Enough</h3>
As traditional fraud entry points become more secure, attackers are exploiting complexity instead. Consumers juggle dozens of apps, alerts, and verification experiences. Between a variety of accounts and apps, consumers are asked to identify an array of inconsistent communications and content.
That inconsistency creates uncertainty. When consumers aren&rsquo;t sure what real contact looks like, it becomes easier for bad actors to insert themselves convincingly. Gone are the days of Nigerian princes asking for your bank account, fraudsters today can send messages that look and feel like the real thing.&nbsp;
And like many things, AI amplifies this challenge. Deepfake audio, synthetic identities, and highly personalized phishing make scams look and feel authentic. In fact, according to McAfee Labs, <a href="https://www.mcafee.com/ai/news/ai-voice-scam/">70% of people aren&rsquo;t confident</a> they could distinguish a cloned voice from a real one.
<h2>The New Fraud Battleground</h2>
In 2026, fraud prevention will need to shift focus away from systems and onto behaviors. Success will depend on how well institutions:
<ul>
<li style="font-weight: 400;" aria-level="1">Educate consumers before scams occur.</li>
<li style="font-weight: 400;" aria-level="1">Design clearer, more consistent authentication experiences.</li>
<li style="font-weight: 400;" aria-level="1">Introduce smarter, contextual warnings at moments of risk.</li>
<li style="font-weight: 400;" aria-level="1">Add friction strategically when consumer intent seems uncertain.</li>
</ul>
The institutions that adapt won&rsquo;t just stop fraud. They&rsquo;ll protect trust, the most valuable currency in a financial ecosystem where deception feels increasingly real.
For more on what to look for in the financial industry 2026, check out all of <a href="https://www.mx.com/whitepapers/2026-predictions/">MX&rsquo;s 2026 predictions</a>.

When Fraud Looks Like Trust

Check out this recap of the key points made at the What's Next in Open Banking session from Fintech Xchange 2026. 

Open Banking experts discuss the future of Open Banking in the U.S. on a panel at The Fintech Xchange in Utah. 

The State Of Open Banking in the U.S.

Open Banking in the United States has never followed a straight line. Unlike other markets where regulation sets the pace, progress in the U.S. has largely been shaped by consumer demand and industry-led innovation. Consumers expect their financial lives to work seamlessly across apps, platforms, and institutions, and over time the ecosystem has responded.&nbsp;
Today, Open Banking widely serves as a foundation for much of modern financial services, even if most consumers and institutions do not label it as such. At the same time, increased <a href="https://www.mx.com/guides/1033-reopened-key-takeaways/">regulatory debate and legal uncertainty </a>in recent years have created a sense of strain across the industry, even as the need for clarity grows more urgent.
Those dynamics were explored in depth at Fintech Xchange last week during a session titled What&rsquo;s Next in Open Banking? Moderated by John Pitts of Affirm, the panel featured Jane Barratt of MX, Dan Murphy of Sunset Park Advisory, Ethan Geiling of Plaid, and Paul LaRusso of Akoya. Together, they traced how Open Banking arrived at its current moment and what must happen to sustain progress.
<img src="https://cms.mx.com/assets/a5c10ab6-42a1-4387-b778-6fecbd07ede9?width=1024&amp;height=768" alt="9 D D4 D949 5841 43 D6 8585 35384601 D571 1 105 C" />
<h3>How Consumer Demand Shaped Open Banking</h3>
The panelists emphasized that Open Banking in the U.S. has always been consumer driven from the ground up. Long before formal frameworks were introduced, consumers were already linking accounts, sharing financial data, and using third-party applications to better manage their financial lives. And, these early connections were often powered by imperfect and insecure methods, but consumers&rsquo; demand for access, portability, and control persisted.&nbsp;
Over time, the growing consumer demand pushed the industry to evolve from brittle approaches like screen scraping and to develop a more secure, stable, and scalable infrastructure built on standardized APIs. Consumers may not have explicitly asked for APIs, but their growing desire for Open Banking required financial institutions to provide reliability, security, and better experiences.&nbsp;
And, it was that continued desire for connectivity and control sent an unmistakable signal to the industry. Consumers want their financial institutions to use their data to deliver more meaningful financial experiences, and they expect that data to move safely and with their permission.&nbsp;
This consumer-led momentum played an important role in shaping Section 1033. While the regulatory journey has been complex, and even exhausting at times, the rule was intended to reflect a reality that was already in place. Consumers expect to control their financial data and to use it where and how they choose. That expectation has not changed, even as the industry continues to debate how best to support it at scale.
<h3>Regulation, Fees, and the Question of Access</h3>
As Section 1033 continues to be revisited and refined, the industry is grappling with important questions about data access and cost. One of the most pressing issues discussed was potential impacts of large banks charging fees to aggregators for access to consumer-permissioned financial data. While framed as a cost of infrastructure or security, these fees raise broader questions about who ultimately pays for Open Banking and raise concerns about barriers that limit consumer choice.
The concern is not limited to the immediate impact on FIs, fintechs and aggregators. Over time, those costs are unlikely to stop at the institutional level. The costs risk being passed down to fintechs and FIs, potentially limiting access and slowing innovation and consequently harm the competitive landscape and foster stagnation in the financial industry.&nbsp;
<blockquote>
&ldquo;Fees will flow down stream until ultimately humans will pay.&rdquo; Jane Barratt
</blockquote>
But, in the end, the greatest risk of added cost lands on the consumer. Open Baking ideals and regulation have been built on the idea that consumers own their financial data, and introducing fees for access will inevitably find consumers paying for access to their own data.&nbsp;
After years of debate over the foundations of Open Banking, there is a growing desire across the industry to resolve these questions and move forward with greater certainty.
<h3>The Role of Aggregators in Making Open Banking Work</h3>
A consistent topic in the discussion of Open Banking is the role of aggregators, particularly in conversations about data access and value. Financial data is frequently treated as if it were a static resource that simply needs a connection point. In reality, raw financial data is fragmented, inconsistent, and difficult to use without significant intervention.&nbsp;
Aggregators invest heavily in building and maintaining secure connections across thousands of financial institutions, adapting continuously as systems change, APIs evolve, and security requirements shift. This process forms standards bodies like the Financial Data Exchange (FDX) to create industry wide standards for APIs. These standards reduce risk and simplify the process of sharing consumer-permissioned data.&nbsp;
Beyond connectivity, aggregators refine and <a href="https://www.mx.com/blog/what-is-data-enhancement/">enhance </a>data so it can be understood and used consistently across applications, while enforcing permissioning, consent management, and bank-grade security. This work is largely invisible to end users, but it is what enables Open Banking to function at scale and allows innovation to reach consumers in meaningful, trusted ways.
<h3>Progress Through Unprecedented Collaboration</h3>
One reason Open Banking has progressed as far as it has in the U.S. is the level of cooperation that has emerged across the financial industry. Banks, fintechs, aggregators, regulators, and advocacy groups have worked together in ways that were uncommon even a decade ago. While disagreements remain, this collaboration has allowed the ecosystem to move forward despite regulatory uncertainty and evolving technical standards.
That cooperative spirit was evident at Fintech Xchange and is increasingly reflected in <a href="https://www.mx.com/blog/utah-becoming-a-fintech-hub/">Utah&rsquo;s growing fintech community</a>. The state has become a hub where innovative financial companies come together to share perspectives, address collective challenges, and collaborate on solutions that benefit the broader ecosystem.&nbsp;
In an industry navigating both complexity and change, those forums for open dialogue and collaboration help explain why Open Banking has endured and why it continues to evolve.
<h3>Why the Next Phase Matters</h3>
Looking ahead, the stakes for getting Open Banking right are increasing. As artificial intelligence becomes more deeply embedded in financial services, the systems that support data access, permissioning, and governance will matter more than ever. After years of effort to establish a workable framework, the industry faces a pivotal moment to align on durable standards that protect consumers while enabling responsible innovation.
The next phase of Open Banking will depend not just on regulation, but on continued collaboration and shared commitment. The progress made so far shows what is possible when the industry works together. Building on that foundation will be essential to turning momentum into long-term value for consumers and the financial ecosystem as a whole.

Where Progress Meets Pressure: the State of Open Banking in the U.S.

Check out these insights from MX's 2026 prediction on how AI will become more impactful fro consumers finances in the coming year.

MX predicts that within financial services, AI will move from internal efficiency aid to consumer-facing difference maker. 

How Will AI Change in 2026 in the Financial Industry?

<h3>In 2026, AI will go from buzzword to breakthrough and directly impact and improve consumer&rsquo;s financial lives.&nbsp;</h3>
Artificial intelligence (AI) has spent the last few years dominating conversations in financial services. It shows up in strategy sessions, product pitches, and nearly every industry event. In fact, nearly <a href="https://www.allaboutai.com/resources/ai-statistics/ai-in-banking/?utm_source=chatgpt.com">8 in 10 banking organizations</a> report AI use in some capacity, but up until now, consumers have yet to really feel the impact.
That tension was a central theme in one of <a href="https://www.mx.com/whitepapers/2026-predictions/">MX's top predictions for 2026</a>. While AI adoption is nearly universal to every 2026 strategy, one thing is clear: presence does not equal progress. Faster customer support, smarter alerts, and basic chatbots have improved convenience, but they have not fundamentally changed how people understand, manage, or feel about their money.
This growing gap between promise and reality is setting the stage for a major shift. As the industry looks toward 2026, AI is positioned to move from a cost-cutting aid for internal efficiency to a dynamic, data-driven tool that genuinely improves consumers&rsquo; financial lives.
<h2>Why More AI Is Not the Answer</h2>
For most consumers, AI has yet to live up to the hype. Although many financial providers have begun the process of adopting AI, the impact is not being felt by consumers. This is because impact is a measure of intention on adoption. While financial providers have raced to adapt AI, their intentions have largely strayed from better outcomes for consumers.&nbsp;&nbsp;
When AI is implemented primarily to reduce costs or streamline operations, the benefits to consumers are limited. People can feel when technology is designed for efficiency rather than empathy. Automation that saves time is useful. Intelligence that helps people make better decisions is far more powerful.
In the past, financial institutions (FIs) have treated AI as a catch-all solution. Add it everywhere and innovation will follow. In reality, this approach has a diluted impact. Investments in the future of AI have been treated more as aids to the present than paths to the future. And, without consumer-centric intentions for the implementation of AI tools, FIs run the risk of being left in the past.&nbsp;
<h2>Shift Toward Outcomes That Matter</h2>
In 2026, forward thinking financial providers will begin to change their thinking around AI. Financial institutions and fintechs will move away from using AI as a broad buzzword and toward embedding it with purpose. The focus will be on consumer outcomes, not optics.
The most effective AI will not announce itself. It will work quietly in the background, pulling together context, summarizing complexity, and guiding decisions in moments that matter. Instead of acting as a separate feature, AI will become part of the experience itself.
This evolution aligns with continually rising expectations around trust. Consumers no longer see their financial providers as simple service platforms. They increasingly expect guidance, support, and insight. Trust is built not just by safeguarding data, but by helping people feel more confident and informed. AI has the potential to transform data into real outcomes for consumers that specifically impact their individual financial lives.
<h2>What AI Should Look Like by the End of 2026</h2>
By the end of 2026, AI in financial services will become more precise and more accountable. It will be applied intentionally to help people spend with awareness, save with consistency, borrow with confidence, and navigate uncertainty with greater resilience.
The institutions that succeed will not be the ones that scale AI everywhere. They will be the ones that apply it where it can genuinely improve <a href="https://www.mx.com/blog/financial-wellness/">financial wellness</a>.
In the course of the next year, AI will stop being a promise and start becoming a partner. Not a replacement for human judgment, but a tool that enhances it. In 2026, the real impact of AI will be measured by how well it leverages data to improve and strengthen consumers&rsquo; financial lives.&nbsp;
For more on the predictions MX has about how the financial industry will navigate 2026, check out the rest of our <a href="https://www.mx.com/whitepapers/2026-predictions/">predictions here</a>.

How Will AI Transform the Financial Industry in 2026?

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


MX’s Erin Caldwell shares 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/crossing-the-chasm-consumer-demand-mobile-experiences/" target="_self">MX found that 61% 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 its 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 focusing on 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. This research helps us discover 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 providers 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 explains why it happened.&nbsp;Without that context, teams risk investing in the wrong solutions. You don&rsquo;t get that kind of context and insight from a survey alone.
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 won't just want personalized experiences. They will demand data-driven personalization. That&rsquo;s one of the many trends we'll dig into in our <a href="https://www.mx.com/webinars/financial-industry-predictions-2026/">2026 Predictions webinar. Register today to join us. </a>

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Paycheck to Paycheck: The Financial Reality Facing Most Americans in 2026

Founders Day: Embodying a Founder Mindset for a Greater Impact

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