Europe’s financial landscape is currently experiencing significant turbulence. From economic shocks and geopolitical instability to surging costs and rapid technological advancement, the pressures on banks, insurers, and other financial services providers have been both profound and unrelenting.

In this second report from CRIF’s two-part research series, we look toward 2030, and one thing becomes clear: innovation must go hand-in-hand with accountability. Efficiency, agility, and growth cannot come at the expense of trust, transparency, and resilience. Financial institutions must prioritise responsible innovation, embedding robust safeguards and ethical practices into every aspect of their services.

By 2030, the industry will have undergone significant changes. Financial pressures will impact consumer behaviour in three main ways:

  1. Security and trust concerns will intensify
  2. Instability will foster consolidation
  3. The future will be digital-first, but with a human touch.

Technological advancement vs. human confidence

AI promises greater speed, scale, and personalisation, and while one in five (18%) consumers say they would most likely turn to it for advice on products and services to buy, opinion is split, as a quarter (24%) say they would be least likely to rely on AI for financial guidance.
Similarly, by 2030 a quarter of consumers said they will likely make more decisions around providers based on their ethics, values and transparency, suggesting that there is a clear need for providers to promote trust, transparency, and human oversight of new services, like those powered by AI.

European consumers are placing increasing emphasis on security, convenience, and clarity.

Financial services professionals appear acutely aware of this shift. When asked about their customers’ priorities, nearly half said protecting them from fraud and cyber-attacks is the most important expectation.

Managing money with AI: smart move or risky bet?

The adoption of AI-related tools and services is accelerating across Europe, with the UK emerging as an early leader. For many institutions, AI offers a clear route to cost reduction, cited by more than two-thirds of professionals who currently use it. AI is already being prominently deployed for data analysis, staff support, to enhance customer AI-assistant services , and even to better protect services for cyber risks.

To succeed, financial providers must strike a balance between innovation and protection. Providers that can combine cutting-edge capabilities, like those apparent in AI, with a steadfast commitment to security, transparency, and ethical practices will not only meet the challenges of the decade ahead, but surpass them, positively defining the next era of European financial services.

Is Europe’s financial services sector ready for 2030?

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By 2030, the industry will have undergone significant changes. Financial pressures will impact consumer behaviour in three main ways.

  1. Security and trust concerns will intensify
  2. Instability will foster consolidation
  3. The future will be digital-first – but with a human touch

To succeed, financial providers must strike a balance between innovation and protection. Providers that can combine cutting-edge capabilities, like those apparent in AI, with a steadfast commitment to security, transparency, and ethical practices will not only meet the challenges of the decade ahead, but surpass them, positively defining the next era of European financial services.

Is Europe’s financial services sector ready for 2030?

Download now

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