Achieving online security and customer experience equilibrium

1. ADVANCING DIGITAL MATURITY
IN FINANCIAL SERVICES
ACHIEVING ONLINE SECURITY AND
CUSTOMER EXPERIENCE EQUILIBRIUM

2. ADVANCING DIGITAL MATURITY IN FINANCIAL SERVICES
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Financial
Services are
Being Turned
Upside Down
Nearly 30% of consumers worldwide already have a relationship
with at least one non-traditional financial firm.¹
¹ World Retail Banking Report
² PwC Global FinTech Report 2017
³ NewVantage Partners, Big Data Executive Survey 2018
88% of incumbent FS firms are increasingly concerned they are
losing revenue to innovators.²
Nearly 80% of top executives fear their firms are at risk of disruption
and displacement from highly agile,data-driven competitors.(75% of
the respondents represented the largest financial services firms).³

3. ADVANCING DIGITAL MATURITY IN FINANCIAL SERVICES
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It’s No
Longer
Business
As Usual
The financial services industry will see more
change in the next 10 years than it has in the last
100.And that transformation is being driven by a
group of smart insurgent startup companies.
They are bringing emerging technologies and
business models to financial services that will
permanently change the way we handle money
and do business.
CB Insights CEO Anand Sanwal

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The State of
Disruption:
Digital Vortex
Industries closest to the
center of the Vortex face
the most substantial
disruption – IMD, Global
Center for Digital
Business Transformation
Source: 2017, https://www.imd.org/dbt/insights/digitalvortex
1
2
5
4
3
9
8
7
12
6
10
11
13
14
MANUFACTURING
HOSPITALITY
AND TOURISM
PROFESSIONAL
SERVICES
TECH PRODUCTS
AND SERVICES
MEDIA AND
ENTERTAINMENT
HEALTHCARE AND
PHARMACEUTICALS
ENERGY AND
UTILITIES
CONSUMER
PACKAGED GOODS
TELECOMS
TRANSPORTATION
AND LOGISTICS
REAL ESTATE
FINANCIAL
SERVICES
RETAIL
EDUCATION
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The Most Disrupted Financial Services Sectors
Source: PwC Global FinTech Survey 2016
UP TO
28%
OF BUSINESSES
AT RISK
BY 2020
UP TO
22%
OF BUSINESSES
AT RISK
BY 2020
BANKING
AND
PAYMENTS
INSURANCE,
ASSET MANAGEMENT
AND
WEALTH MANAGEMENT

6. ADVANCING DIGITAL MATURITY IN FINANCIAL SERVICES
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Forces
Reshaping
Financial
Services
Consumers prefer digital channels
64% of U.S.consumers use mobile devices to perform banking activities ¹
The internet is the #1 influence on 18-34 year olds for financial services and insurance ²
¹ Mercator Advisory Group
² iab, Financial Services and Digital Influence
³ Edelman, 2018 Trust in Financial Services
Fintechs have redefined a quality customer experience
83% of global consumers rank a great user experience as the top criteria for choosing a
financial services firm ³

7. ADVANCING DIGITAL MATURITY IN FINANCIAL SERVICES
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Consumers
are Wary of
Traditional
Financial
Services
Firms
Trust is a big part of the customer experience equation.
¹ Capgemini,The Currency of Trust: Why Banks and Insurers Must
Make Customer Data Safer and More Secure
² Ibid
74% of consumers would switch their bank or insurer due
to a data breach.¹
Security concerns deter nearly half of consumers from
using digital channels.²

8. ADVANCING DIGITAL MATURITY IN FINANCIAL SERVICES
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The Mandate:
Balance
Security and
Experience
Customers expect financial services firms to
keep their sensitive financial and personal
information safe.
But they also expect a fast,convenient,and
personalized online experience.

9. ADVANCING DIGITAL MATURITY IN FINANCIAL SERVICES
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Why
Financial
Services
Firms are
Falling
Behind
Financial services firms have emphasized security
over innovation
¹ Digital Banking Report, Improving the Customer Experience in Banking report
Only 37% of financial services firms have a formal
customer experience plan ¹

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Where Does Your Company Fit in the Redefined Market?
SURVEY QUESTION:
In general, what is the attitude of your company’s leadership toward digital disruption?
Source: Global Center for Digital Business Transformation, 2017
Do not recognize or are not responding appropriately
43%
40%
2015 2017
Actively responding to digital disruption
25%
31%
2015 2017

11. ADVANCING DIGITAL MATURITY IN FINANCIAL SERVICES
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Is Your
Firm
Digitally
Mature?
Digital maturity occurs when security and customer
experience (CS) are sufficiently intertwined and understood
as complementary.
Companies struggle to balance security with digital experience.¹
Of the 5 categories assessed in the survey — security,strategy,digital experience,
cloud,and general technology — most executives reported their firm is strongest in
security and weakest in digital experience maturity.²
¹ A Forrester digital maturity survey of over 350 companies
commissioned by Akamai
² Ibid
Find Out Now

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It’s Time to Emphasize Digital Transformation
Digital Transformation
Business
Transformation
Business
Engagement
User
Experience
Technology
Transformation
Cybersecurity
Risk
• Rebranding
• Restructuring
• Digital-First Approach
• Digitally-Savvy Senior
Management
• Follow eCommerce
• Percentage of
Transactions
• Self-Service
• Bot Management
• Aggregator Strategy
• Robo-Active & FinTech
• Instant Web
• Instant Mobile
• Anytime
• Anywhere
• Measurement &
Analytics
• Investment in Care
Systems & APIs
• Capacity & Scale
• Intense Dev-Ops Effort
• Replatforming
• Cloud Strategy
• Always Available
• Always Secure
• Protect the Customer
• Protect the Enterprise
• Protect the Company

13. ADVANCING DIGITAL MATURITY IN FINANCIAL SERVICES
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Steps to
Digital
Maturity
1
2
3
View security as a strategic enabler for your business
Adopt CX practices that leverage the data you already
safely collect and retain
Invest in CX innovation and strong security for your
digital presence,calling upon cloud delivery

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Winning in the Long Run
Build an organization-wide strategy around these four equally essential tenets of digital transformation
Understand online
interactions that drive
user behavior
M O N I T O R
Improve user
experiences to
promote growth
O P T I M I Z E
Deliver reliable
performance
without interruption
VA L I D AT E
Invest in security that
doesn’t comprimise
CX innovation
S E C U R E

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Investing in security and CX innovation
S E C U R E
• Securing the corporate perimeter is a growing challenge
• If you don’t monitor the changing security landscape, any
investment in CX will be cancelled out by the negative
impact of a data breach
• Cloud-based security services protect against cyberattacks,
secure internal and SaaS application access, and guard
against malware, ransomware, and phishing exploits
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M O N I T O R
Understanding online interactions that drive user behavior
• You can’t afford to wait until customers identify a
problem with your website or application
• Real user monitoring (RUM) is an essential tool
for understanding how performance is impacting
user experience
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O P T I M I Z E
Improving user experiences to promote growth
• Security controls shouldn’t block or slow down
legitimate traffic
• Cloud delivery solutions provide the security
controls,real-time operating abilities,and
intelligent CX automation to deliver the content
users expect without compromising the business
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V A L I D A T E
Delivering reliable performance without interruption
• Rising smartphone use,richer graphics and
video,and heavy online traffic contribute to app
slowdowns
• The FinServ industry is a constant target for high
volumes of bot traffic
• Ongoing monitoring with RUM,security analytics,
and security information and event management
SIEM help you brace for impact
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How to Maintain
Customer Experience
Without Compromising
Security Akamai is Trusted By
All top 25 U.S. banks
7 of the 10 top insurers
All top 10 asset managers
22 of the top 25 European banks
9 of the top 10 U.S. P&C insurers
37 of the top 50 world banks
8 of the top 10 U.S.
life/health insurers
Akamai’s cloud delivery platform,the world’s largest and
most trusted,is designed to empower organizations to
deliver superior and secure digital experiences.
Over $1 trillion in financial transactions are executed
annually on the Intelligent Edge Platform™.

20. Get on the Path to Digital Transformation and Maturity
Visit akamai.com/financialservices to learn more about how Akamai solutions
can enhance your digital security and CX.
Are you balancing digital
experience with security?
TAKE THE ASSESSMENT
Learn more about digital maturity
VISIT OUR DIGITAL MATURITY HUB
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ADVANCING DIGITAL MATURITY IN FINANCIAL SERVICES