What can banks do to recover and grow in the current environment? There are four areas where banks can change their business models, adapt to the new business environment and capitalize on the change in customer concerns. First, to rethink customer relationships and avoid ‘gotcha’ moments where customers are penalized for bad decisions and create higher levels of trust. Second, to rethink product and offer more advice and tools around financial wellbeing. Third, to rethink personalization in order to increase the impact of communications. Finally, to rethink purpose and offer greater transparency around a bank’s offers and operations, especially around sustainability.