Discovering the Financial Services Customer of the Future.

Always in Beta helps financial services companies understand and capitalize on the shifting human and technological landscape.

Always in Beta


Always in Beta is a research and business innovation network built for the information age. Always in Beta unites human-centered design and business model innovation to help financial institutions reimagine their relationships to consumers.

A project of Claro Partners and Anthemis Group, Always in Beta launched in early 2015 to help six international financial institutions – including BBVA, ING, Bank of Ireland, and Standard Bank – understand and respond to their changing customer base and the emerging financial technology landscape. The project took the team into six cities to conduct ethnographic field research and consult with experts. Executives from Anthemis, Claro, and the six financial institutions gathered in day-long sessions to share findings and begin developing business models that were responsive to those findings. We’ve released some of what we learned about the next-generation financial services customer and the future of financial services in this report.

But our greatest research finding is that there is so much more work to be done to help financial institutions meet the needs of their customers and prosper in the digital age. That’s why we’ve launched this site – as the conclusion of one thing, but as the launch of something even bigger.

We hope you’ll read through our findings and posts, and then get in touch with us to see what we can do together.