“This year’s report makes one thing clear: trust is no longer a differentiator; it is the baseline. What will set financial brands apart is their ability to anticipate needs, flex across mindsets, and create experiences that feel both digital and human. The introduction of attitudinal segmentation shows that people don’t just want products, they want systems that adapt to who they are and how they live.

In a moment shaped by financial stress and the rise of AI, brands that orchestrate Living Systems of Experience will build resilience, deepen loyalty, and create meaningful impact. The challenge is significant, but so is the opportunity to redefine what it means to be a trusted partner in people’s lives.”

– Brian Elkins, Executive Director, Financial Services