INSIGHT · GLOBAL
All financial firms now racing to own the 'what should you do next' question
Banks, fintechs, wealth platforms, and payments providers are converging on a single competitive battleground: predicting and recommending the customer's next financial action. This represents a shift from product-centric to decision-centric business models.
WHY IT MATTERS
Embedded AI advisory is becoming the new moat; firms without predictive-next-action capability risk commoditization. Expect regulatory scrutiny of recommendation bias and conflicts of interest.
Source: Tearsheet · 2026-07-17