James Robert Lay is a branding and marketing expert and author who focuses on financial services and particularly digital financial services.  James encourages his clients and the entire industry to change the story around their products and services to highlight common themes from storytelling, such as the hero’s journey, rags to riches, and failure followed by a guide bringing you to success.  Even though financial services is increasingly about technology, James emphasizes the human aspects of financial services and the importance of connecting with clients as people rather than portfolios.  You are the hero in your financial story!