Financial services clients are changing in many ways, and they want a company that will evolve with them. Clients are increasingly using technology to perform actions that were previously reserved for human interactions. Additionally, as a younger generation steps in, financial services institutions must adjust to an entirely new type of customer—one that favors convenient, personalized, and secure digital experiences. These needs have increased both the potential and complexity for providers focused on the customer experience. In order to optimize their efforts, those in the financial services industry need to take a critical look at their strategy and how it allies with client priorities. Unfortunately, delivering a positive customer experience hasn’t been a priority in the past; According to the Financial Brand1, only 37% of finserv organizations have a formal CX plan. The result of this lack of CX strategy is that provider/client relationships have become purely transactional. In order to reverse this effect and create client trust and loyalty, the financial services industry must rethink the benefits of a CX strategy and take thorough action.