FIs are understandably focused on mining customer data to cross-sell products and deliver an immediate return on investment, yet offers too often are poorly targeted and therefore put off customers who are weary of “the pitch.” Though bankers will continue to aim marketing with continued relevance, leading FIs will invest in online and mobile banking capabilities that will redefine personal banking and personal security. The pressure won’t come solely from banking rivals, however. It will come from the likes of Google, Apple, and Amazon, which are competing to win trust at the center of the consumer’s daily life with virtual assistants and voice-based concierge services.