This article shows how financial technology brands are shaking up what has been a stuffy and inaccessible industry by meeting changing consumer demands head-on and what we can all learn from it. 

Newcomers in the industry have won over millions of new consumers by offering greater services and personalised choices. Make your services more accessible and easier to use than existing players in the marketplace and you can win ground on your competitors. 

Scared to be the first?Although it is very tempting to wait until a new technology has become mainstream, it pays of to be the first. By educating your audience whilst introducing an innovation, you can gain a new fan-base. Consumer these days love simple, specialist services that will make their live easier. If you can tap into this behaviour you're onto a winner.