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Consumer behaviour is becoming one of the most valuable datasets in modern finance. As open banking, transactional analytics and predictive modelling evolve, financial institutions are increasingly focused on how consumers actually behave rather than how they describe themselves. In an industry built around risk, understanding behavioural patterns may become more valuable than traditional financial profiling alone.

A new competitive dynamic is emerging across financial services - one where usability, clarity, speed, and interface design increasingly influence consumer behaviour as much as rates, features, or institutional history.