The report not only maps how consumers experience their financial security and goals but also shows how customer experiences – increasingly driven by AI agents – are changing the relationship between individuals and their financial service providers.

These are the key insights from the research:

• Differentiated service and experiences can outweigh fees and costs. 55% of Dutch respondents would stay with a provider that offers excellent service, even when fees increase. This is especially true for high earners (74%).
• Consumers have high expectations for AI in financial services. 45% of the Dutch, including 64% of Gen Z and 47% of Millennials, expect AI in financial services to play a larger role than in other sectors. The Dutch are most interested in applying AI for fraud prevention, price reduction, and resolving customer service issues.
• Building trust is essential when rolling out AI agents. 54% of the Dutch have at least some trust in the use of AI agents for financial services, but only 11% fully embrace it. Transparency about usage, validation of outcomes, and explainability are the key factors to increase consumer trust in AI agents.

"AI solutions with smart software (agents) make it possible to receive personal financial advice instantly at any time, without needing to make an appointment – something that usually takes a lot of time. To ensure good collaboration between employees and this technology, it is crucial that financial companies focus on reliability, transparency, and compliance from the outset. This must be a core part of their strategy, not an afterthought," said Maarten Laukens, manager Financial Services Solution Engineering Benelux at Salesforce.