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" ... Personalization is another major trend that provides a great opportunity toimprove the quality of the product interaction and better reflect the uniqueness of an individual’s financial life. This is what customers increasingly demand. The data suggests that over 90% of customers prefer brands with personalized offers, with over 80% willing to passively share data for personalized experiences and over 70% willing to actively share data for the same purpose. This will likely continue given the explosion of data being captured, created and replicated. ... "