Shifting consumer behaviours have been driving a case for change across the financial services industry for years - from the rise of mobile banking to demand for more active control over their investments. Having seen some of these trends accelerated first by the pandemic and now by the rising cost of living crisis, how can this wave of change be harnessed effectively and responsibly? PwC’s Head of Industries, Quentin Cole, is joined by Starling Bank’s Head of Strategy, Adnan Ahmed, and PwC’s Leader of Industry for Financial Services, Isabelle Jenkins to explore how the industry is adapting and finding ways to ensure the speed of change and its opportunities doesn’t leave others behind.