Global

Barclays is acquiring the UK arm of GoHenry, a money app for 6 to 18-year olds. With a reported price tag of £180 million for around 500,000 active accounts, £360 per head is a chunky investment.

For the past decade, the banking industry has been focused on developing frictionless interfaces. Financial institutions have prioritised seamless transactions, instant gratification, and engaging gamified features in a bid to build the ultimate digital financial experience.

The need for better, tailored support through the customer experience is clear, but few are accounting for the fundamental shift that financial services has experienced with the introduction of AI.

Loyalty is defined as “a strong feeling of support or allegiance”. However, in the context of financial services, it is more accurately defined as engineered persistence: a series of subconscious cues that steer customers toward familiar choices.

For years, banks have relied on OTPs as a second factor for logins and sensitive actions. Sent via SMS, these short codes were designed to add security on top of a password. But they have become one of the weakest and most frustrating parts of the banking experience.

The people using business banking tools don’t necessarily have financial backgrounds. Many smaller businesses can't afford a dedicated finance team. Yet banks keep building products that assume expertise their customers don't have, leaving them to figure things out on their own.

As our financial lives become more complex, there is a growing expectation for banks to offer more support, be more relevant, and generate greater everyday value. One of the clearest places this shift is starting to show up is in subscription banking.

Around the world, people have instant, around-the-clock access to banking apps and their own financial data. So why do so many people still feel uncertain about their financial future? 

Most AI deployments so far have focused on AI that “talks”, which can search, summarise, and draft content to support employees. The next wave is different: AI agents that “do” are starting to take bounded actions inside workflows, moving cases forward and coordinating steps end-to-end, with humans kept in control where it matters.

Financial accessibility has long been framed as a matter of compliance or corporate social responsibility. But today, it’s emerging as something much bigger: a competitive advantage.

As the industry adjusts to a new digital landscape, players across the spectrum are fighting to muscle their way into the financial epicentre and ‘win’ the salary battle to become the payday home of their customers.

Consumers are evolving, and so are their expectations and demands. As the purchasing power of the younger, digital-native Gen Z and Gen Alpha grows and older generations become more comfortable with the possibilities that AI and other new technologies enable, businesses have to work harder to keep them happy and retain their business.

Saving money and paying bills might not sound exciting - but today’s finance apps are borrowing tricks from video games to change that.