AI becomes your personal financial director
AI is rapidly growing into a permanent financial sparring partner. According to recent consumer research by Riverty*, 20 percent of the Dutch expect AI to develop into a reliable, personalized financial assistant within five years. By 2026, this expectation will already become a reality.
Smart AI agents not only understand your financial goals but also your behavior and preferences. They assist with budgeting, advise on purchases, and increasingly make decisions independently. Chatbots and robo-advisors are evolving from customer service tools into full-fledged financial directors. The next step: AI as a personal shopper. Especially in the US, the first applications of so-called agentic commerce are emerging, where AI makes purchases on behalf of the consumer.
For banks and financial service providers, the further integration of AI is not a distant future but a pure necessity. From credit advice to fraud prevention: those who do not embrace AI will lose relevance.
Traditional banks fade into the background
Traditional banks are losing ground. In their place, decentralized financial platforms (DeFi) are gaining influence. In 2026, DeFi will take a decisive step towards the mass market. Consumers will not only be able to trade cryptocurrencies and tokens but also take out loans and arrange insurance without the intervention of a bank.
Physical banks are increasingly functioning as infrastructural facilitators or are only consulted in complex situations: 47 percent of the Dutch already conduct all their banking digitally and never go to the bank, while 14 percent only go there to solve a problem. The relationship and the brand remain visible at the front, but the engine under the hood is becoming increasingly decentralized.
Buy Now, Pay Later under the magnifying glass
Buy Now, Pay Later (BNPL) is maturing and becoming better regulated. In 2026, BNPL regulation will shift towards classic credit legislation. Providers will need to conduct more thorough credit checks, offer full transparency, and comply with stricter consumer protection. Consumers will notice this through additional steps, including identity and creditworthiness checks. At the same time, it mainly leads to many improvements, such as more clarity about costs, terms, and risks, less 'over spending' and impulse purchases, and ultimately more trust. It is also important that a level playing field is created, where similar products receive the same consumer protection.
Embedded Finance conquers the customer at every moment
Financial services are increasingly fading into the background, and that is exactly the intention. Embedded Finance makes paying, borrowing, or insuring possible at the moment it matters: during shopping, booking, or traveling.
The battle for the user is intensifying. Companies lure consumers with cashback, exclusive discounts, and loyalty programs to activate new financial functions. These ways of binding the customer to your brand are becoming a crucial weapon in the competitive struggle. Those who do not provide added value at the right moment will lose attention and the customer. From that point, we also see that payment solutions like BNPL are increasingly being directly integrated into webshops and apps. Borrowing and paying merge into one seamless experience.
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Digital identity as the new key to trust
More digitalization also means higher demands for security. Digital identities will become the norm in 2026. With one secure login, users gain access to multiple financial services without having to share sensitive data each time.
This technology is essential for combating fraud, complying with regulations, and maintaining trust. In a world where financial services are becoming increasingly invisible, digital identity is the indispensable key to security and convenience.
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2026: the year fintech matures
'The fintech sector is about to take a new step,' says Hubscher. 'AI, decentralization, Embedded Finance, stricter regulations, and digital identity will determine how we will pay, save, and invest in the future. For consumers, it means easier, smarter, and above all safer money management. For companies, it is a signal: those who do not adapt will fall behind.'
*Unless otherwise stated, all data comes from YouGov Deutschland GmbH. 1018 Dutch respondents participated in the survey, which took place between September 18 and 20, 2025. The results are weighted and representative of the population in the Netherlands (18+).
Read also: Financial behavior in the Netherlands: figures from 2025
