The biggest opportunity for a financial institution entering the digital age is to make the experience more human. When I'm shopping for a product, I want to know that the person who's helping me is invested in making sure I'm happy with my purchase.
It's not enough for them to just answer my questions and help me make an informed decision; they need to care about whether or not I'm going to be happy with their product.
The same goes for financial institutions. If they're not willing to invest time getting to know their customers and helping them understand what they're buying, then they've already lost them as customers—and they'll never get them back.