The Coffee Debate: What It Taught Me About Mass Personalisation in Financial Services

The most passionate debate in the Flannigan household this week wasn’t about politics, parenting, or even rugby (for once!) – it was about coffee. Specifically, how much I spent on it last month. Now, we do have a perfectly good coffee machine at home, but I’ve developed a bit of a habit: a lunchtime walk that conveniently ends at a coffee shop. It’s a small ritual that gives me a break, a bit of fresh air, and a moment of calm in a busy day.

That conversation got me thinking – not just about my caffeine intake – but about how the coffee industry, in its own way, offers a brilliant analogy for mass personalisation in financial services.

Let’s start with the big chains. Whether it’s Starbucks, Costa, or Nero, I know exactly what to expect. The menu is familiar, the service is consistent, and the experience is designed to appeal to as many people as possible. If I want something a bit different, I have to ask for it – and then hope it’s made correctly. It’s convenient, yes, but it’s also a little impersonal. In many ways, this mirrors the traditional approach in financial services: standardised products designed for the masses. Mortgages, loans, ISAs – all broadly similar, with limited tailoring unless you actively seek it out.

Now contrast that with my local independent coffee shop; a charming Italian deli run by Gio. He greets me by name, knows my usual order (with all its quirks), and even remembers my mum’s decaf, dairy-free preferences when she joins me. He often reminds me of the things I usually buy together – not because of a loyalty card algorithm, but because he’s paying attention. It’s thoughtful, personal, and built on familiarity.

This is exactly the kind of experience financial services are striving to replicate through mass personalisation. With some examples I have seen to date being:

• Firms using real-time spending insights and budgeting tools to help customers manage their money intuitively, offering nudges and savings prompts based on behaviour, not just demographics.
• The pioneering of omnichannel personalisation, using customer data to craft products that evolve with life stages, from savings goals to credit needs.
• Progression in solutions to deliver real-time, conversational guidance through AI-powered voice and chat agents, making digital interactions feel human

With the right data and technology, firms can move beyond generic offerings and start delivering tailored advice and products that reflect individual goals, behaviours, and life stages. It’s not just about knowing your balance – it’s about understanding your financial habits, anticipating your needs, and offering timely, relevant support.

Of course, scaling this kind of personalisation is no small feat. It requires smart use of data, AI, and behavioural insights – all while maintaining a human touch. No one wants to feel like they’re being managed by a robot. The challenge is to make digital experiences feel as warm and intuitive as a conversation with Gio.

Done well, mass personalisation can transform the customer experience. Imagine receiving a timely nudge to top up your ISA before the tax year ends, or being offered a savings product that aligns with your long-term goals – not because you asked, but because your provider understands you well enough to suggest it.

As someone who appreciates both the reliability of a chain and the charm of a local café, I’m excited to see how financial services evolve in this space. But excitement alone isn’t enough.

If you’re working in financial services,  whether in product, data, CX, or strategy, now is the time to ask:

• Are we using our data to truly understand our customers?
• Are our digital journeys designed with empathy?
• Are we building trust through relevance, not just convenience?

The future lies in finding the right balance combining scale with personal relevance, and technology with empathy.

So, whether you’re a flat white loyalist or a single-origin espresso purist, there’s something we can all take from our coffee habits. And if you ever fancy a chat about personalisation (or just a really good coffee), you know where to find me.

Nicola Flannigan

Consultant