How financial services tech has lost sight of the humans behind apps

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However, in the rush to build the next big thing, many providers have inadvertently overlooked a critical element: the human being at the heart of it all. Business-to-business (B2B) platforms have been guilty of differentiating more so on technical specifications, or look and feel, than their ability to impact the real lives of consumers.The focus on technical functionality is perhaps understandable from a buyer's perspective. Seamless API integrations, real-time communication, and robust compliance are undoubtedly crucial for businesses, but the end game for financial service providers should be delivering added value to their customers.This is especially true in a volatile economy where many consumers grapple with high levels of financial anxiety, low confidence in managing money, and a lack of basic financial literacy. Recent research suggests 20.3 million people are living in financially vulnerable circumstances across the UK, up by 16% from 17.5 million in 2022 – a stark reminder of the human stories behind the technology.People need help – and fast. Thankfully this help is on its way with developments such as Consumer Duty and the push towards Open Finance. These initiatives enable financial services providers to leverage the richer data-led insights from the expanding ecosystem to genuinely help consumers achieve better outcomes.But raw data alone isn't enough. The next frontier in providing better customer outcomes involves developing a nuanced understanding of individual financial circumstances and behaviours, spending patterns, risk tolerance, and receptiveness to new products. Understanding these insights is key to offering hyper-personalised services, enhancing customer satisfaction, and ultimately driving sustainable growth.Done correctly, tailoring products and services that meet specific needs and preferences can be a key growth lever for the industry. The next wave of enterprise innovation will originate from platforms that prioritise technology that focuses on understanding these financial behaviours, not just the ability to access services.The UK is rightly considered a pioneer when it comes to Open Banking. In a sign of successful adoption, more than 15 million people and businesses – equivalent to nearly one in three adults – used services powered by Open Banking in July 2025.Moneyhub’s extensive involvement since the early days has provided us with an unparalleled understanding of how transaction data can transform financial experiences. 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