FOREWORD
As the financial landscape is stretched,
pulled apart, re-shaped and put back
together by shifts in technology, culture
and market dynamics, Truth pauses to
reflect on some of the biggest challenges
and potential opportunities this shifting
landscape poses for the financial sector
over the coming years.
This is a thought piece about some of the paradigm
shifts which have changed and continue to change,
not only the role and purpose of the financial sector,
but how people fundamentally think, feel and behave
in relation to money. Here we explore the origins
and deeper cultural drivers behind the explosion,
advancements, and domination of technology within
the sector and ask ourselves “what does this mean for
the future?”
We will explore issues such as; the power of predictive
data, the potential in crafting deeper, human-centric
connections with consumers and the dangers more
dynamic and agile category challengers pose to
the very right to exist for many traditional financial
institutions.
Whilst the role of technology in shaping finance is not
new, the rate of change is increasing, and fast.
At Truth we work across both financial and technology
sectors and use this experience to shape these
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PR E S E N T A N D P O T E N T IA L F UTURE S IN F IN A N CIA L SE RV ICES
viewpoints.We are marketing strategists, working at the
intersection of culture and commerce to create change
for our clients.
This document serves as an introduction to five key
themes we will continue to focus on throughout 2015
and beyond. We will provide a series of deep dives into
each topic area, and share our point of view on what
we see as key developments within each. Our goal is to
help clients separate signals from noise – signals that
help to make sense of human behaviour.
Technology is transforming the financial services
landscape - changing people’s banking behaviour
and creating new marketplaces. We have defined
five opportunity-rich trends that show how. Based on
expert interviews with leading industry figures and
futurologists, this documents kicks off a series of in
-depth thought-pieces from Truth on the dynamic role
of technology in financial services.