User experience is becoming a currency – those who ignore it will end up like dinosaurs – big, but out of the game.

Inflation and economic uncertainty have exhausted consumer purchasing power, and younger generations are increasingly opting for experiences over impulsive buying. This shift is altering the dynamics of consumption and compelling businesses, particularly in the payments sector, to reevaluate what value truly means to the user. In the fintech industry, we are witnessing a continuation of the consolidation trend, as large tech players are acquiring regional payment companies, rapidly consolidating the European market. This carries a risk: it leaves less room for small, innovative companies and fewer fresh innovations that startups typically bring. At the same time, the fight for quality talent in the jobs of the future – including fintech – remains a global challenge that we face in all the markets where Monri operates. Yet, it is precisely in this environment that the greatest opportunities arise. I will highlight a few key ones…

Artificial intelligence is entering its second phase – we are transitioning from the era of “chatbots” to the era of AI agents that can independently carry out complex financial processes, including compliance checks, real-time fraud detection, and investment portfolio optimization. For fintech companies, this means not only greater automation but also the possibility of creating entirely new business models and hyper-personalization.

Europe, on the other hand, through initiatives such as the digital euro and companies like Bizum, Blik, and EPI (Wero), is attempting to achieve “strategic autonomy” in payments. But the real challenge is not in the idea itself, but in market fragmentation. If European systems do not become interoperable, they will also become irrelevant. Ultimately, in a world where a user can switch to a competitor with a single click, the customer experience (CX) is now more than ever the currency of loyalty and growth. Artificial intelligence and predictive analytics enable us to anticipate user needs before they arise, rather than reacting to them.

In the coming year and beyond, the rules of the game will be set by users through their behavior and trust. They will decide whether they want integrated financial services, how much they trust AI agents, and how far they are willing to allow banks and fintech companies to access their data. Those who ignore this will end up like dinosaurs – large, but out of the game, while those who manage to combine a regulatory framework, technology, and user trust will steer the direction of the new financial industry.

The article was published on December 3rd in Poslovni dnevnik. You can find it at the link.