Episode web page: 

Episode summary:

In this episode of Insights Unlocked, host Nathan Isaacs sits down with Amy Wigdahl, principal solution marketing manager at UserTesting, to discuss the trends transforming the banking and fintech landscape as we approach 2026. Amy shares how financial institutions are moving beyond basic digital convenience to create more empathetic, personalized experiences powered by AI and customer insight.

Key themes and takeaways:

AI-driven personalization with a human touch: Banks are leveraging generative AI to make digital interactions feel more personal, aiming to replicate the warmth and familiarity of in-branch experiences. The goal is to use technology to support customers at critical life moments—without coming across as intrusive or robotic.

From broad strategies to precision targeting: With profit pressures rising and competition intensifying, banks are shifting from generic, one-size-fits-all approaches to hyper-targeted experiences. Success hinges on understanding the unique needs, motivations, and emotions of specific customer segments.

Loyalty in the age of choice: As most consumers now use multiple financial providers, customer loyalty is fragile. Trust, clarity, and relevance are emerging as the new drivers of loyalty—outpacing even new product offerings. Amy emphasizes that customer experience must be clear, emotionally reassuring, and responsive to evolving financial pressures.

The importance of customer insight: Truly understanding customer needs is at the heart of effective personalization. Insights gathered from real users inform everything from onboarding processes to new service design, ensuring banks stay relevant and build lasting trust.

Actionable advice:

Banks and fintechs should continuously gather and apply customer insights to design experiences that build trust and reduce friction.

Executives and product leaders are encouraged to “walk in their customers’ shoes”—try opening an account or using a service themselves to spot opportunities for improvement.

Resources & links

Amy Wigdahl on LinkedIn (https://www.linkedin.com/in/amywigdahl/)

Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)

The CSAT playbook for modern banks (https://www.usertesting.com/resources/guides/csat-playbook-for-banks)

Learn more about Insights Unlocked: https://www.usertesting.com/podcast