Perhaps more than any other service industry, financial services (FSI) has seen a profound change in the way customers interact with its offerings. Bricks-and-mortar branches are vanishing, giving way to always-on digital experiences that customers expect to access anywhere and from any device. As a generational shift in customers takes place, their expectations are rising fast. Millennials have overtaken Baby Boomers to become the largest adult cohort of the global population. This generation has grown up in a digital world, accustomed to smooth, Amazon-style experiences when accessing services online — standards they now expect from their FSI providers. If their experience falls short, they’re more than willing to shop around: 70% of US customers under the age of 55 say they would switch banks for a better experience . What do customers want? Simple, seamless access to their finances. But currently, many are getting clunky logins, inconsistent experiences, and convoluted.