---
title: "The Economics of Empathy · Appnovation"
url: "https://www.appnovation.com/news/personalization-should-be-cx-modern-finance"
description: "Three Ways to Drive Business Growth with Human-Centered Design."
---

News Financial Services & Insurance User Experience & Interaction Design 

# Personalization should be the cx of modern finance

Three Ways to Drive Business Growth with Human-Centered Design.

![Person holding a credit card while typing on a laptop](https://cdn.sanity.io/images/ey850001/production/5a4639546b2baafe031b5c99ac08bb3362e266b4-1200x644.png?w=1600&auto=format) 

*FinTech Magazine published an article featuring Allison Humphries, Appnovation's VP Strategy, about the contemporary financial customer experience and why personalization is key.*

Digital transformation has changed how finance companies operate, but how is it altering the customer experience (CX)? Although the answer might not be straightforward, there has been a palapable shift away from 'one-size-fits-all' products and a renaissance in flexible, transpartent, and engaging alternatives. This is because, instead of being product or service-centric, companies now have an added layer of agility that enables them to mould deliverables around the end user.

> "As finance becomes generally more fragmented and physical money is replaced by digital transactions, automatic payments, and more; people are inherently craving more control over their individual finances," explains Humphries.

Herein lies the value: digital technology is handing power back to the consumer; FSIs are now the facilitators of that empowerment and their CX must reflect this.

## At a glance

Type

News

Date

Jun 11, 2021

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## Media contact

[marketing@appnovation.com](mailto:marketing@appnovation.com)

Replies within one business day — spokesperson, not statement generator.