{"id":5070,"date":"2022-03-22T17:24:00","date_gmt":"2022-03-22T17:24:00","guid":{"rendered":"https:\/\/apadmi.com\/insights\/striking-datas-sweet-spot-in-financial-services\/"},"modified":"2026-07-23T12:26:22","modified_gmt":"2026-07-23T12:26:22","slug":"striking-datas-sweet-spot-in-financial-services","status":"publish","type":"insight","link":"https:\/\/www.apadmi.com\/en-nl\/insights\/striking-datas-sweet-spot-in-financial-services\/","title":{"rendered":"Striking data\u2019s sweet spot in financial services"},"content":{"rendered":"<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"flex flex-col items-center-safe gap-18 md:gap-8 block-inset-x pt-64 pb-64\">\n\t<h1\t\tclass=\"uppercase text-36 md:text-64 leading-none font-black text-balance max-w-3xl text-center\"\n\t>\n\t\tStriking data\u2019s sweet spot in financial services\t<\/h1>\n\n\t\n\t<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/abstract-orange-cloud-pattern-1.webp\"\n\talt=\"\"\n\tclass=\"object-cover rounded-16 bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"light\"\n\t\tstyle=\" --img-avg-color: #FDA619;\"\n\/>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root\"\n\t\t>\n\t<div class=\"wrap:grid wrap:grid-cols-[1fr_minmax(0,90rem)_1fr] *:col-2\">\n\t\t<div class=\"block-inset-x group\/bodyCopy flex flex-col mid:gap-y-16 max-w-xl box-content mid:mx-auto pt-64 mid:pt-72 pb-64 mid:pb-72\">\n\t\n\t\n\t\t\t<p class=\"text-pretty w-fill font-bold text-16 leading-minimal sm:text-20 not-first:mt-24 mid:not-first:mt-32\">\n\t\t\tFollowing a fascinating discussion during Apadmi\u2019s webinar, here are five key considerations for data strategy in financial services from our panel of industry experts.\t\t<\/p>\n\t\n\t\n\t<div class=\"flex flex-col gap-y-24 w-fill mt-44 mid:mt-24\">\n\t\t\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tUsing data effectively in any service business isn\u2019t easy, but the regulatory constraints within financial services adds another layer of complexity. With insight from Aviva, M&amp;G, Charles Stanley and Wealth Wizards, the suggested areas of focus make for interesting reading and are more straightforward than you might think.<\/p>\n\n<h2\tdata-slug=\"it-starts-with-strategy\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tIt starts with strategy<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tA good place to start is the message which came through loud and clear: the importance of having the right data strategy.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t\u201cData strategy has to be core to your client experience,\u201d says<a href=\"https:\/\/www.linkedin.com\/in\/johnporteous\/\" target=\"_blank\" rel=\"noreferrer noopener\"> <u>John Porteous<\/u><\/a>, managing director of Central Financial Services at Charles Stanley. \u201cIn terms of relationships with the regulator, as everyone would know, the vast majority of the problems we face are not actually poor advice, it\u2019s poor data and poor record keeping. So I think that\u2019s the bridge that we need to cross as a group to make our technology innovations and our next generation of propositions really compete with adjacent industries.\u201d<\/p>\n\n<h2\tdata-slug=\"demanding-data\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tDemanding data<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tBut in order to have a data strategy, first you need data. Financial services companies have this in spades, but they still have to collect it and get permission to use it. The advice here is don\u2019t ask for too much too early and be really clear about why you\u2019re asking.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t\u201cIt\u2019s really important not to over complicate things,\u201d says<a href=\"https:\/\/www.linkedin.com\/in\/rcaldicott\/\" target=\"_blank\" rel=\"noreferrer noopener\"> <u>Richard Caldicott<\/u><\/a>, Deputy CEO of M&amp;G Wealth Advice. \u201cThe key is to be able to gather some very soft data and give the client value back early in the journey, before you start asking more difficult questions.\u201d<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tThe value exchange is what helps to keep customers moving forward and an understanding of the benefits to both sides is reliant upon transparency.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t\u201cThere\u2019s an immediate understanding from the customer,\u201d adds<a href=\"https:\/\/www.linkedin.com\/in\/tonyvail\/\" target=\"_blank\" rel=\"noreferrer noopener\"> <u>Tony Vail<\/u><\/a>, co-founder and CSO at Wealth Wizards, \u201cthat if you\u2019re not paying for the service, then you\u2019re the product. You need to be clear on the value exchange and the transparency of that is really important.\u201d<\/p>\n\n<h2\tdata-slug=\"xn-dont-make-it-a-journey-for-the-customer-xe8x\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tDon\u2019t make it a journey for the customer<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tCustomers demand a streamline process and while they are journeying from entry point to conversion, it shouldn\u2019t feel like that. Keeping initial interactions as short as possible is the right place to start.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t\u201cWe have a workplace advice product which provides holistic pensions advice,\u201d continues Vail. \u201cWe on-board people as easily as we can with a 3 minute journey, and most people complete it. It\u2019s anonymised and can\u2019t be attributed and creates an immediate willingness to then move forward and share more information because they\u2019ve been introduced in that easy and unobtrusive way.&#8221;<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t\u201cFor me, where it gets to the heart of the matter is when you link trust to data.\u201d John Porteous, managing director, Central Financial Services, Charles Stanley<\/p>\n\n<h2\tdata-slug=\"personalisation-and-personas\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tPersonalisation and personas<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tCreating personas for customers is not new, but given the personalisation which could be achieved with the level of data available, is creating a set of assumptions around key groups of people still useful?<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t&#8220;Data should be helping us to be more succinct,\u201d says<a href=\"https:\/\/www.linkedin.com\/in\/michellecalcutt\/?originalSubdomain=uk\" target=\"_blank\" rel=\"noreferrer noopener\"> <u>Michelle Calcutt<\/u><\/a>, director of global client experience at Aviva Investors. \u201cAlthough we\u2019re in a B2B environment, we still use personas. It gives us a good idea about how our customers want to consume information, whether they want a three minute snapshot because they are a CIO, or whether they want to take a deeper view of the data because they\u2019re an administrator in their organisation. We are seeing a difference in the way our clients want to engage.&#8221;<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tWhile personas are clearly helpful in understanding and meeting different clients\u2019 needs, the level of expectation is also high, which means there\u2019s some work to do around painting as detailed a picture of potential customers as possible.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t\u201cWhat\u2019s interesting with persona design is how that\u2019s changing,\u201d says Caldicott. \u201cPrevious design work we\u2019d have done was based a lot on demographics and that involved making some quite big sweeping generalisations. I think that has become increasingly irrelevant and muddled over time. I think we have to get better about the way we build personas and how we get into the values of the client rather than just the demographics.\u201d<\/p>\n\n<h2\tdata-slug=\"and-what-about-trust\"\n\tclass=\"text-balance font-black uppercase text-18 leading-tight sm:text-28 text-start\"\n>\n\tAnd what about trust?<\/h2>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tData has become so important because of its power to help businesses personalise, reach and engage with customers, but it all comes to nothing without trust. Content, positioning and marketing money can create an amount of trust for a brand, but it comes down to whether customers trust you with their data.&nbsp;<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\tPorteous explains: \u201cFor me, where it gets to the heart of the matter is when you link trust to data. Through big data we can access so much information about everybody that it could transform the client experience in the snap of a finger. But the client would have to permission that.<\/p>\n\n<p class=\"*:link:underline text-16 md:text-18 leading-minimal md:leading-[1.4] text-start\">\n\t\u201cAnd that\u2019s where the rubber hits the road on the trust question, because I would be staggered if all the businesses represented on this webinar didn\u2019t have the wherewithal to create trust within their client proposition and client outcomes, but I think it\u2019s really about creating trust around the data empowerment and mobilisation.\u201d<\/p>\n\t<\/div>\n<\/div>\t<\/div>\n<\/div>\n\n<div\n\tclass=\"overflow-x-clip text-on-background flow-root bg-orange-300\"\n\t\t\tdata-theme=\"orange-light\"\n\t\t>\n\t<div class=\"\">\n\t\t<div\n\tclass=\"py-64 md:py-144 block-inset-x flex items-center justify-center relative isolate overflow-clip js-block-flagship\"\n\tdata-theme=\"default\"\n\t>\n\t\n\t<div class=\"max-w-7xl max-mid:max-w-xl bg-background rounded-28 p-32 flex flex-col md:flex-row gap-32 text-on-background md:items-center w-fill sm:w-fit md:w-fill\">\n\t\t<img\n\tsrc=\"https:\/\/www.apadmi.com\/uploads\/2026\/07\/Apadmi-logo-white-square-rotation.webp\"\n\talt=\"Apadmi logo on an orange background\"\n\tclass=\"object-cover aspect-2\/3 sm:aspect-3\/2 rounded-20 sm:max-w-xl md:max-w-md max-md:mx-auto max-md:w-fill bg-(--img-avg-color)\"\n\t\t\tdata-brightness=\"light\"\n\t\tstyle=\" --img-avg-color: #FC753D;\"\n\/>\n\t\t<div class=\"sm:max-w-xl max-md:mx-auto\">\n\t\t\t<h2\t\t\t\tclass=\"text-36 md:text-44 leading-none font-black uppercase text-balance\"\n\t\t\t>\n\t\t\t\t<span class=\"sr-only\">Let\u2019s build what\u2019s next<\/span>\n\t<span aria-hidden=\"true\">Let\u2019s build what\u2019s next<\/span>\t\t\t<\/h2>\n\n\t\t\t\t\t\t\t<p class=\"mt-20 md:mt-16\">\n\t\t\t\t\tWe work with ambitious organisations to design, build, and scale digital products that solve real problems, improve customer experiences, and deliver measurable impact.\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\n\n\t\t<a\thref=\"\/en-nl\/contact\"class=\"focus:outline-hidden focus-visible:outline-auto transition uppercase leading-none outline-offset-8 disabled:grayscale disabled:pointer-events-none select-none px-24 py-18 rounded-full font-semibold text-16 bg-accent text-on-accent hocus:bg-on-accent hocus:inset-ring hocus:inset-ring-accent hocus:text-accent button max-md:mt-24 md:ml-36 max-md:mx-auto shrink-0\">\n\t\n\t<span class=\"\">\n\t\tContact us\t<\/span>\n\n\t<\/a>\t<\/div>\n<\/div>\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":12,"featured_media":985,"template":"","meta":{"es_utils_meta_schema":"","esPageTheme":"default","esPageBackground":"","footnotes":""},"class_list":["post-5070","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Striking data\u2019s sweet spot in financial services &#8211; Apadmi<\/title>\n<meta name=\"description\" content=\"Discover five key considerations for financial services&#039; data strategy from our industry experts&#039; discussion during our webinar.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.apadmi.com\/en-nl\/insights\/striking-datas-sweet-spot-in-financial-services\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Striking data\u2019s sweet spot in financial services &#8211; Apadmi\" \/>\n<meta property=\"og:description\" content=\"Discover five key considerations for financial services&#039; data strategy from our industry experts&#039; discussion during our webinar.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.apadmi.com\/en-nl\/insights\/striking-datas-sweet-spot-in-financial-services\/\" \/>\n<meta property=\"og:site_name\" content=\"Apadmi\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-23T12:26:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/apadmi.com\/uploads\/2026\/07\/abstract-orange-cloud-pattern-1.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/insights\\\/striking-datas-sweet-spot-in-financial-services\\\/\",\"url\":\"https:\\\/\\\/www.apadmi.com\\\/en-nl\\\/insights\\\/striking-datas-sweet-spot-in-financial-services\\\/\",\"name\":\"Striking data\u2019s sweet spot in financial services &#8211; 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