The accelerating age of digital is impacting every business, and the banking and financial services industry is not exempt. The very basis for competition among banking and financial services companies has expanded beyond its traditional arsenal of price, product features, service quality, new products and branding, to include a new category: “hyper-personalization.” With increased encroachment from digitally-enabled startups and existing players, coupled with rising expectations of digitally-empowered consumers, financial services institutions are set to undergo a massive transformation in how they conduct business over the next decade.