Unlocking Innovation in the Financial Services Industry

Unlocking Innovation in the Financial Services Industry

Dan O’Neil
Head of Industry, Financial Services
Dec 22, 2023

The financial services industry has long been known for its traditional and conservative approach, which has included the slow adoption of modern information technology. However, with the rise of technology and changing consumer expectations, innovation has become a necessity for survival in this competitive market.

In this article, we will explore the importance of innovation in the financial services industry and how companies can unlock it to stay ahead of the game.

Why is innovation important in the financial services industry?

The financial services industry, which encompasses a wide range of activities such as banking, insurance, and wealth management, is currently experiencing significant disruption from various sources and through multiple avenues. The rise of fintech startups has presented a significant challenge to traditional financial institutions. These agile and innovative companies have gained access to substantial funding, allowing them to introduce disruptive technologies and business models that often surpass what traditional institutions can offer. Over $480B in venture capital (“VC”) funding has gone to fintech startups since 2016. Fintech was one of the top investment sectors for VCs in 2022, garnering 19% of total VC funding. 

Fintech Funding by Sub-industry

The dynamics of consumer behaviors and preferences, which call for individualized and seamless financial solutions, further amplify this disruption. Consequently, in order to remain competitive and sustain their market relevance, traditional financial institutions must swiftly adapt to this new landscape, seize opportunities for innovation, and strategize approaches that cater to the changing needs of their increasingly tech-savvy clientele.

Meeting customer expectations

As technology continues to advance and digital banking and mobile apps for insurance and investing become more popular, customers now have higher expectations for managing their financial lives. They now demand convenience, speed, and low fees in their financial transactions, self-service insurance quotes and claims, and investment advisors available on-demand. Today’s customers expect their financial institutions to adapt and evolve to meet these demands. In order to stay competitive and retain their customer base, it has become imperative for FIs to embrace innovation and implement strategies that ensure a seamless and user-friendly digital experience for their clients.

Staying competitive

Innovation plays an incredibly vital role in not only surviving but also thriving in the ever-changing and highly competitive market landscape. Fintech startups, renowned for their bold and revolutionary solutions, have managed to shake up the entire financial industry with their disruptive technology and incredibly nimble approach. To effectively counter this disturbance, conventional financial institutions are compelled to embrace innovation, actively seeking out new and inventive ways to keep pace with these emerging players while simultaneously safeguarding their existing customer base from being siphoned away.

Cost reduction and efficiency

Innovation, with its transformative potential, not only brings about opportunities for FIs to introduce novel ideas and products but also offers the compelling advantage of cost reduction. The availability of generative AI has increased with the release of OpenAI's Chat GPT on November 30, 2022. This has led to the integration of Gen AI capabilities in various software applications. As a result, business leaders are now more aware of the potential to reduce costs and improve efficiency in areas like software development, customer support, marketing, and ad operations.  By effectively automating operational processes and embracing cutting-edge technologies, companies have the ability to streamline their intricate systems, thereby leading to a substantial reduction in costs and enhanced efficiency that can drive growth and improve profit margins in the long-run.

Innovation in the financial services industry

How can financial institutions unlock innovation?

Successfully unlocking innovation within the financial services industry can be a challenging and risky endeavor. Companies must demonstrate a keen willingness to fully embrace change while  ardently managing the potential risks associated with such transformations. To boost their deposit growth, several traditional banks have joined forces with Banking as a Service (BaaS) fintech companies. While some of those partnerships thrived, economic and regulatory factors have seen many begin to unravel in recent months. In October 2023, Evolve Bank & Trust took legal action against Synapse FBO, a BaaS provider, claiming that $13 million of depositor money had gone missing. A few weeks prior to that, FTV, a lead investor, filed a lawsuit against BaaS platform Solid and its co-founders. They sought to recover their $61 million Series B funding, alleging that the company had manipulated financial statements and business records to exaggerate its growth.

Although there are risks involved, not all partnerships result in expensive lawsuits. Numerous banks, financial, and insurance companies have partnered with fintech startups and achieved success in expanding their businesses and increasing profits. To ensure sustainable growth, financial institutions have two options. First, they must create a strategy for attracting profitable customer segments through their own efforts.  If that strategy fails, they will likely need to establish partnerships with  fintech firms that can help them accelerate customer growth. If they take the latter approach, FIs must develop effective processes for identifying and managing the risks associated with such partnerships. By adopting this forward-thinking approach, companies in the financial services sector can significantly improve their ability to foster an innovative culture within their organization.

Foster a culture of innovation

Innovation starts with the company's culture. Financial institutions must create an environment that encourages creativity, risk-taking, and collaboration. This entails promoting a work environment where employees are encouraged to think creatively and freely, fostering an atmosphere that enables them to explore new ideas and concepts without fear of failure. This allows for the development and implementation of innovative solutions that can truly revolutionize the industry.

Embrace new technologies

Technology plays a crucial role as a key driver of innovation, constantly pushing boundaries and presenting new opportunities for growth and development. In order to keep pace with this ever-changing landscape, FIs must demonstrate a willingness to adopt and embrace novel and cutting-edge technologies, seamlessly integrating them into their operational frameworks. This encompasses a wide range of transformative initiatives, such as the implementation of advanced artificial intelligence systems or the utilization of blockchain technology. There have been many recent examples in the insuretech space where traditional insurers have acquired or partnered with insurtech start-ups. This allows them to benefit from the technological innovations these start-ups offer. For instance, they are using AI to automate and speed up time-consuming tasks. One example is insurance companies using satellite or drone-acquired imagery technology from an insuretech partner/provider to assess a building, barn, or business and provide a more accurate quote. This process is much faster than sending out an agent to physically assess the property. Additionally, insurers are integrating other emerging technologies to integrate data and streamline existing processes. These technologies not only improve efficiency but also greatly enhance the overall customer experience. Ultimately, this leads to increased satisfaction and loyalty.

Invest in research and development

Investing in research and development is undeniably crucial for unlocking and fostering innovation in the constantly evolving financial services industry. In order to maintain a competitive edge, it is imperative for companies operating in this sector to effectively allocate substantial resources and dedicated efforts towards exploring, embracing, and harnessing new and emerging technologies that have the potential to revolutionize the industry. 

It is equally important for these companies to gain a comprehensive understanding of ever-changing consumer behaviors, preferences, and demands, as this knowledge can be instrumental in driving innovation and devising novel strategies to meet the evolving needs of customers. By delving deep into comprehensive research, financial service firms can successfully identify the needs of their most profitable segments and various areas that necessitate improvement and enhancement within their existing systems to meet the needs of those customers.

By carefully evaluating and addressing these areas, companies can significantly enhance their efficiency, productivity, and overall performance, thereby positioning themselves ahead of the curve and allowing them to effectively anticipate future trends, demands, and challenges that lie ahead in the dynamic financial services landscape.

Real-world examples of innovation in the financial services industry

Let's take a look at some real-world examples of how financial institutions are unlocking innovation in the industry.

Forms of banking in the financial service industry

Digital banking

Digital banking has become an increasingly prominent and crucial aspect of operation for numerous conventional financial establishments. By embracing and implementing online and mobile banking services, these companies are able to efficiently cater to their customers' banking needs while ensuring the utmost convenience and seamlessness. A striking illustration of this trend lies in Bank of America, where their groundbreaking mobile application empowers customers to carry out a multitude of banking tasks from the comfort of their smartphones. With this advanced banking tool at their disposal, customers can effortlessly deposit checks, seamlessly transfer funds, and competently manage their accounts without the need for any physical visits to a branch.

Artificial intelligence

Artificial intelligence (AI), which refers to the utilization of computer systems to perform tasks that typically require human intelligence, is increasingly being incorporated within the financial services industry with the objective of enhancing various processes and elevating the overall quality of the customer experience. Hiscox, a prominent global business insurer, has revealed a new partnership with Google. This collaboration aims to introduce an AI model in the London market by 2024. By combining Hiscox's digital technologies with Google's Gen AI engine, they plan to automate a significant portion of the underwriting process for specialty policies. Currently, these policies rely heavily on human interactions. Hiscox anticipates that this automation will greatly decrease the time required to generate quotes, reducing it from days to just a few minutes.

Tailored Artificial Intelligence

Who is responsible for driving innovation and transformation in the financial services industry?

Innovation is a team effort and requires collaboration from all levels of the organization. However, there are certain roles that are crucial for driving innovation in the financial services industry.

Chief Innovation Officer (CIO)

The CIO is responsible for overseeing the company's innovation strategy and ensuring that innovation is integrated into all aspects of the business. They work closely with other departments to identify areas for improvement and implement innovative solutions.

Chief Technology Officer (CTO)

The CTO is responsible for identifying and implementing new technologies that can drive innovation in the financial services industry. They work closely with the CIO to ensure that technology is aligned with the company's overall innovation strategy.

Innovation team

Many companies have dedicated innovation teams that are responsible for researching and implementing new technologies and processes. These teams work closely with other departments to identify pain points and develop innovative solutions.


Innovation is crucial for the survival and success of financial institutions in today's rapidly changing market. By fostering a culture of innovation, embracing new technologies, and collaborating with fintech startups, companies can unlock innovation and stay ahead of the competition. With the right strategies and a dedicated team, financial institutions can drive innovation and provide customers with the convenience and efficiency they expect in today's digital age.

Elevate your financial services with Further's innovative solutions! Unlock unparalleled innovation and stay ahead in the dynamic landscape.  Discover how our cutting-edge solutions empower financial services companies to thrive. 

Contact Further to learn how we have helped financial services companies accelerate growth, improve performance, and drive business impact. 

Dan O’Neil
Head of Industry, Financial Services

Dan O’Neil is the Financial Services Industry Lead at Further. Dan has 25 years of international experience guiding Fortune 250 banks, insurers, and wealth managers through digital transformation in the areas of marketing, sales, and service. Dan specializes in helping clients drive growth through the practical application of AI and machine learning.


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