Revisiting our 5 in '25
Revisiting our 5 in '25
Revisiting our 5 in '25
Revisiting our 5 in '25
In 2025 we were led by our 5 in 25 strategy, built on a commitment to measurable progress. We are dedicated to ensuring we’re delivering real change, not just noise. So, as the year closes, we’re reflecting on the impact we’ve made.
How did we do?
In 2025 we were led by our 5 in 25 strategy, built on a commitment to measurable progress. We are dedicated to ensuring we’re delivering real change, not just noise. So, as the year closes, we’re reflecting on the impact we’ve made.
How did we do?
In 2025 we were led by our 5 in 25 strategy, built on a commitment to measurable progress. We are dedicated to ensuring we’re delivering real change, not just noise. So, as the year closes, we’re reflecting on the impact we’ve made.
How did we do?
1
1
1
Financial inclusion
Financial inclusion
Financial inclusion
This year, we partnered with Nexer Digital to grow a community focused on embedding accessibility into product design. Together, we brought leading financial services organisations to the table, built the business case for accessibility, and shaped a clear inclusion-by-design approach.
This year, we partnered with Nexer Digital to grow a community focused on embedding accessibility into product design. Together, we brought leading financial services organisations to the table, built the business case for accessibility, and shaped a clear inclusion-by-design approach.
This year, we partnered with Nexer Digital to grow a community focused on embedding accessibility into product design. Together, we brought leading financial services organisations to the table, built the business case for accessibility, and shaped a clear inclusion-by-design approach.
This year, we partnered with Nexer Digital to grow a community focused on embedding accessibility into product design. Together, we brought leading financial services organisations to the table, built the business case for accessibility, and shaped a clear inclusion-by-design approach.
AI chat
AI chat
AI chat
In 2025 we focused on three priorities:
• equipping colleagues with practical AI tools,
• building AI Assistants for clients and customers
• shaping the industry conversation on trusted AI Chat
We launched AI Assistants for clients, joined the FCA sprints, spoke at board sessions, and hosted the event In AI We Trust?. The response was so strong that we’re returning with an expanded edition in 2026.
In 2025 we focused on three priorities:
• equipping colleagues with practical AI tools,
• building AI Assistants for clients and customers
• shaping the industry conversation on trusted AI Chat
We launched AI Assistants for clients, joined the FCA sprints, spoke at board sessions, and hosted the event In AI We Trust?. The response was so strong that we’re returning with an expanded edition in 2026.
In 2025 we focused on three priorities:
• equipping colleagues with practical AI tools,
• building AI Assistants for clients and customers
• shaping the industry conversation on trusted AI Chat
We launched AI Assistants for clients, joined the FCA sprints, spoke at board sessions, and hosted the event In AI We Trust?. The response was so strong that we’re returning with an expanded edition in 2026.
In 2025 we focused on three priorities:
• equipping colleagues with practical AI tools,
• building AI Assistants for clients and customers
• shaping the industry conversation on trusted AI Chat
We launched AI Assistants for clients, joined the FCA sprints, spoke at board sessions, and hosted the event In AI We Trust?. The response was so strong that we’re returning with an expanded edition in 2026.
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2
Targeted support
Targeted support
Targeted support
In 2025, Targeted Support moved fast from consultation to provisional rules and now preparation for April 2026. We contributed to TISA’s industry debates and focused on trusted design: creating a Targeted Support design canvas, joining the ICO Innovation Lab, and running workshops with banks, pension providers and wealth firms.
As 2026 approaches, we’re excited to contribute to a benchmarking and accreditation service.
In 2025, Targeted Support moved fast from consultation to provisional rules and now preparation for April 2026. We contributed to TISA’s industry debates and focused on trusted design: creating a Targeted Support design canvas, joining the ICO Innovation Lab, and running workshops with banks, pension providers and wealth firms.
As 2026 approaches, we’re excited to contribute to a benchmarking and accreditation service.
In 2025, Targeted Support moved fast from consultation to provisional rules and now preparation for April 2026. We contributed to TISA’s industry debates and focused on trusted design: creating a Targeted Support design canvas, joining the ICO Innovation Lab, and running workshops with banks, pension providers and wealth firms.
As 2026 approaches, we’re excited to contribute to a benchmarking and accreditation service.
In 2025, Targeted Support moved fast from consultation to provisional rules and now preparation for April 2026. We contributed to TISA’s industry debates and focused on trusted design: creating a Targeted Support design canvas, joining the ICO Innovation Lab, and running workshops with banks, pension providers and wealth firms.
As 2026 approaches, we’re excited to contribute to a benchmarking and accreditation service.
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3
Customer understanding
Customer understanding
Customer understanding
This year we focused on developing and testing an investing prototype to show how layering, personalisation and customer control can meaningfully improve understanding. Working with Vanguard and EY Seren, we delivered a research project promoted by TISA and shared insights with the FCA during its CCI review.
While adoption has been slower than hoped, the findings set a strong foundation for better customer journeys in the years ahead.
This year we focused on developing and testing an investing prototype to show how layering, personalisation and customer control can meaningfully improve understanding. Working with Vanguard and EY Seren, we delivered a research project promoted by TISA and shared insights with the FCA during its CCI review.
While adoption has been slower than hoped, the findings set a strong foundation for better customer journeys in the years ahead.
This year we focused on developing and testing an investing prototype to show how layering, personalisation and customer control can meaningfully improve understanding. Working with Vanguard and EY Seren, we delivered a research project promoted by TISA and shared insights with the FCA during its CCI review.
While adoption has been slower than hoped, the findings set a strong foundation for better customer journeys in the years ahead.
This year we focused on developing and testing an investing prototype to show how layering, personalisation and customer control can meaningfully improve understanding. Working with Vanguard and EY Seren, we delivered a research project promoted by TISA and shared insights with the FCA during its CCI review.
While adoption has been slower than hoped, the findings set a strong foundation for better customer journeys in the years ahead.
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4
Life-centricity
Life-centricity
Life-centricity
This year, our focus was on doing. We launched a new Money Coach for Standard Life that truly embodies life-centric product design. Family Finance Hub brought to life how pre-retirement engagement can start with real life, not pensions, and it feels like the beginning of something genuinely exciting.
We also hope our mantra, “there are no financial goals, just life goals with price tags,” is catching on. It now sits firmly within our Money Coaching Manifesto for 2026 and beyond.
This year, our focus was on doing. We launched a new Money Coach for Standard Life that truly embodies life-centric product design. Family Finance Hub brought to life how pre-retirement engagement can start with real life, not pensions, and it feels like the beginning of something genuinely exciting.
We also hope our mantra, “there are no financial goals, just life goals with price tags,” is catching on. It now sits firmly within our Money Coaching Manifesto for 2026 and beyond.
This year, our focus was on doing. We launched a new Money Coach for Standard Life that truly embodies life-centric product design. Family Finance Hub brought to life how pre-retirement engagement can start with real life, not pensions, and it feels like the beginning of something genuinely exciting.
We also hope our mantra, “there are no financial goals, just life goals with price tags,” is catching on. It now sits firmly within our Money Coaching Manifesto for 2026 and beyond.
This year, our focus was on doing. We launched a new Money Coach for Standard Life that truly embodies life-centric product design. Family Finance Hub brought to life how pre-retirement engagement can start with real life, not pensions, and it feels like the beginning of something genuinely exciting.
We also hope our mantra, “there are no financial goals, just life goals with price tags,” is catching on. It now sits firmly within our Money Coaching Manifesto for 2026 and beyond.
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