The banking industry is racing to meet these increasing expectations and recent years have seen seismic shifts in the range of financial products available, digital experiences for customers and personalised approaches. However, it is clear that a truly seamless, hyper-personalised approach is still difficult to accomplish. Legacy systems and data silos are hampering progress. Increased competition and a global pandemic have levelled the playing field and forced revenue diversification. Ensuring compliance in a complex and demanding regulatory environment can hamper innovation.