128 customer journeys across 7 sub-sectors — the jobs your customers are trying to get done, seen the way they experience them rather than as your org chart. Each is where an outcome is made or missed, and the point from which the metrics and decisions follow.
Our take on the journeys we'd typically expect to see in a firm operating to the principles of Consumer Duty.
| Journey (the job) | Phase | Outcome lenses |
|---|---|---|
Choosing the right savings account I want to find and choose a savings account that suits how I'll use my money and pays a genuinely competitive rate. | Before | Products & Services · Consumer Understanding |
Opening a savings account I want to open a savings account without unnecessary identity-check friction blocking me. | Acquiring | Consumer Support · Consumer Understanding |
Understanding the lock-in before committing I want to understand exactly what I'm giving up — access, ability to top up, penalties — before I commit my money to a fixed-term or notice account. | Acquiring | Consumer Understanding · Products & Services |
Confidence my money is protected I want to know clearly that my money is protected if my bank or building society fails, and up to how much. | Acquiring → Living with it | Consumer Understanding · Consumer Support |
Rate change comprehension I want to know why my easy-access rate just changed and whether I should do anything about it. | Living with it | Consumer Understanding · Price & Value |
Checking my rate isn't a loyalty penalty I want to know if my savings are still earning a fair, competitive rate compared with what the bank offers new customers. | Living with it | Price & Value · Consumer Understanding |
Adding a joint holder I want to add my partner or family member as a joint holder on my savings account without starting again from scratch. | Living with it | Products & Services · Consumer Understanding |
Regular saver discipline I want my regular saver account to keep rewarding good saving habits, not quietly punish me for a missed month or dump me onto a poor rate after year one. | Living with it | Price & Value · Products & Services · Consumer Understanding |
Needing money before notice/term ends I want to know what happens — and what it costs me — if I need my money before my notice period or fixed term is up. | Living with it → Moments that matter | Consumer Support · Products & Services · Consumer Understanding |
Fixed bond maturity — what happens if I do nothing I want my fixed-rate bond to roll into something that's actually good for me when it matures, not the path of least resistance for the bank. | Moments that matter | Products & Services · Price & Value · Consumer Understanding |
Nominating and using a Power of Attorney I want someone I trust to be able to manage my savings the way I would, if I become unable to do it myself. | Living with it → Moments that matter | Consumer Support · Consumer Understanding |
Accessing a loved one's savings after bereavement I want to access or settle a loved one's savings without being passed around or asked to explain the death repeatedly. | Moments that matter | Consumer Support · Consumer Understanding |
Bank noticing I've gone quiet I want the bank to notice if I've gone quiet on an account and try to reconnect with me, rather than leaving my money forgotten. | Moments that matter → After | Consumer Support · Price & Value |
Banking app locking me out as I age I want to keep managing my own savings without being locked out of my account because of my age, eyesight, memory or confidence with the app. | Living with it → Moments that matter | Consumer Support · Consumer Understanding |
Getting my interest taxed and reported correctly I want my savings interest reported and taxed correctly, without discovering an error or unexpected bill later. | Living with it | Consumer Understanding · Consumer Support |
Closing my account I want to close my savings account quickly and get my money without excuses or unnecessary delay. | After | Consumer Support · Products & Services |
Switching provider for a better rate I want to move my savings to a better rate elsewhere without losing days of interest or unnecessary hassle. | Living with it → After | Consumer Support · Price & Value · Products & Services |
Transferring my cash ISA I want my cash ISA moved to a new provider properly and on time, without losing my tax-free wrapper or weeks of interest. | After | Consumer Support · Consumer Understanding · Price & Value |
| Journey (the job) | Phase | Outcome lenses |
|---|---|---|
Choosing an account that fits me I want to pick a current account that actually suits how I bank, without being talked into extras I don't need. | Before | Products & Services · Price & Value · Consumer Understanding |
Getting a basic bank account when I've been refused or excluded I want the fee-free account I'm legally entitled to, even though mainstream credit-scoring or ID checks have turned me away. | Before → Acquiring | Products & Services · Consumer Support · Consumer Understanding |
Switching my banking to a new provider via CASS I want to move my banking to a new provider without losing a payment or having to chase anyone. | Before → Acquiring | Consumer Support · Consumer Understanding |
Opening and onboarding a new account without ID/digital dead-ends I want to open my new account quickly without identity checks blocking me out. | Acquiring | Consumer Support · Products & Services |
Understanding what my overdraft will cost before I use it I want to know what my overdraft will actually cost me before I dip into it, in terms I can compare. | Acquiring → Living with it | Price & Value · Consumer Understanding |
Keeping my everyday payments running reliably I want my regular payments (bills, rent, subscriptions, salary) to go out and come in without me having to firefight. | Living with it | Products & Services · Consumer Support |
Going into an unarranged overdraft I didn't see coming I want to understand why I've gone overdrawn and avoid it happening again without warning. | Living with it | Price & Value · Consumer Understanding · Consumer Support |
Breaking out of a repeat overdraft cycle I want help getting out of relying on my overdraft every month, not just to be charged for it again. | Living with it | Consumer Support · Price & Value |
Getting cash in and out as my branch or local ATM disappears I want to still be able to get cash out and pay cash in after my branch or local free ATM shuts. | Living with it | Consumer Support · Products & Services |
Giving — or being pressured into giving — someone else access to my account I want a trusted person to help me manage my account day-to-day, but I also need protection if someone tries to control my money against my will. | Living with it | Consumer Support · Consumer Understanding |
Setting up Power of Attorney access for a loved one I want to manage a loved one's account properly once I hold Power of Attorney, without the bank treating me as a suspect. | Living with it → Moments that matter | Consumer Support · Consumer Understanding |
Disputing a payment I never made or authorised I want money that left my account without my permission, or by direct-debit error, put back quickly. | Moments that matter | Consumer Support · Consumer Understanding |
Getting my money back after an APP fraud scam I want my money back after I was tricked into sending it to a fraudster. | Moments that matter | Consumer Support · Price & Value |
Fixing a payment I sent to the wrong person I want to get back a payment I sent to the wrong account by mistake, and be warned before it happens again. | Moments that matter | Consumer Understanding · Consumer Support |
Getting real support when I can't keep up with my overdraft I want real help, not just more charges, when I can't get my overdraft balance back under control. | Moments that matter | Consumer Support · Price & Value |
Sorting out a loved one's account after they've died I want to sort out a loved one's account without having to prove who I am over and over while I'm grieving. | Moments that matter → After | Consumer Support · Consumer Understanding |
Closing my account on my own terms I want to close my account cleanly once I've moved my banking elsewhere, without it dragging on. | After | Consumer Support · Consumer Understanding |
Being de-banked — my account closed or refused by the provider I want to know why my account is being closed and have enough notice to sort out somewhere else before it happens. | After | Consumer Support · Consumer Understanding |
| Journey (the job) | Phase | Outcome lenses |
|---|---|---|
Finding the card I'd actually be accepted for I want to compare credit cards and know which one I'd actually be accepted for before I apply and damage my credit file. | Before | Products & Services · Consumer Understanding |
Applying without a nasty surprise I want to apply for a card and understand quickly and clearly whether — and why — I have or haven't been accepted. | Acquiring | Products & Services · Consumer Understanding |
Understanding what this card will really cost me I want to understand, before I start spending, what interest and fees I'll pay and how the promotional rate works. | Acquiring → Living with it | Consumer Understanding · Price & Value |
Turning the card on safely I want to activate my new card quickly and start using it without friction or risk. | Acquiring | Consumer Support |
Knowing what happens when the 0% deal ends I want to know, in good time, when my promotional rate ends and what my options are before I get hit with a much higher rate. | Living with it → Moments that matter | Consumer Understanding · Price & Value |
Spending day-to-day without losing track of the real cost I want to use my card for everyday spending and know when I'm being charged more (e.g. a cash withdrawal) without having to dig for it. | Living with it | Price & Value · Consumer Understanding |
Not letting the minimum payment become my normal I want to pay off my balance at a pace that's actually good for me, not just whatever number the statement puts in front of me. | Living with it | Consumer Understanding · Price & Value |
Deciding whether to take the credit I'm being offered I want to decide for myself whether to accept more credit, not have it added on unless I actively agree. | Living with it | Products & Services · Consumer Understanding · Consumer Support |
Asking for more room, or asking for less I want to request a higher limit when I need it, or lower my limit to protect myself, and have the bank assess it properly either way. | Living with it | Products & Services · Consumer Support |
Realising I'm stuck paying more in interest than I'm clearing I want the bank to notice, before I do, that I'm stuck in a debt cycle — and help me get out of it, not just tell me to pay more. | Living with it → Moments that matter | Price & Value · Consumer Understanding · Consumer Support |
Getting help before it gets worse I want to tell my bank I'm struggling before I miss a payment, and get a repayment plan that actually fits my situation. | Moments that matter | Consumer Support · Products & Services |
Getting my money back when a purchase goes wrong I want my bank to fight my corner and get my money back when what I bought was faulty, undelivered, or the retailer went under. | Moments that matter | Consumer Support · Consumer Understanding |
Locking the card down and getting a new one fast I want to stop my card being used the moment it's lost, stolen or compromised, and get it — or my money — back fast. | Moments that matter | Consumer Support · Products & Services |
Letting someone else spend on my account I want to add a partner or family member as an additional cardholder and understand clearly who's actually on the hook for what they spend. | Living with it | Consumer Understanding · Consumer Support |
Managing more cards than I meant to end up with I want to see the full picture of what I owe across my cards and get help consolidating it if that's the right call for me. | Living with it | Products & Services · Price & Value · Consumer Understanding |
Closing the account without a fight I want to close my card as easily as I was able to open it, without retention tactics or unreasonable barriers in the way. | After | Consumer Support · Products & Services |
Finding out the bank has cut my limit or closed my card I want to understand why my bank reduced my limit or closed my account without me asking, and know it was fair and justified. | Moments that matter → After | Consumer Support · Consumer Understanding · Products & Services |
Complaining about a fee or a declined transaction I want to complain about a fee I think is unfair, or a purchase that was declined when it shouldn't have been, and get a real answer. | Moments that matter | Consumer Support · Price & Value |
| Journey (the job) | Phase | Outcome lenses |
|---|---|---|
Finding and comparing the right loan or motor finance deal I want to compare loan or car finance options and know I'm looking at a fair, comparable price before I decide. | Before | Consumer Understanding · Price & Value · Products & Services |
Understanding what the loan or finance really costs before signing I want to understand the total cost of credit, the APR and what happens if I miss a payment, in plain terms, before I commit. | Before → Acquiring | Consumer Understanding · Price & Value |
Getting an affordability check that's about what I can afford, not just what I can borrow I want the lender to check I can actually afford this loan/finance — not just that I'm likely to pay it back. | Acquiring | Products & Services · Consumer Support |
Understanding why I was declined, and putting it right if it's wrong If I'm turned down for a loan or finance, I want a clear, specific reason — and a real way to challenge it if my credit record is wrong. | Acquiring → Moments that matter | Consumer Understanding · Consumer Support |
Getting an overdraft limit that's sized to what I can handle I want my overdraft limit to reflect a real lending decision about what I can afford, not just be handed out as a bank account feature. | Acquiring | Products & Services · Price & Value · Consumer Understanding |
Getting the loan or car finance set up right, with no surprises at the start Once I've agreed the loan or finance, I want the money/car in my hands and my first payment date and amount to be exactly what I was told. | Acquiring → Living with it | Consumer Understanding · Consumer Support |
Knowing where I stand on my loan or finance month to month I want to easily check my balance, what I still owe, and my next payment, without having to ring up or dig through paperwork. | Living with it | Consumer Understanding · Consumer Support |
Being spotted and helped before my overdraft use becomes a real problem If I'm always in my overdraft, I want my bank to notice and offer to help me use less of it — not just let me keep paying for it. | Living with it → Moments that matter | Consumer Support · Consumer Understanding · Price & Value |
Paying off some or all of my loan early without losing out I want to overpay or clear my loan/finance early and get the interest rebate I'm entitled to, without hidden penalties or confusion about the figure. | Living with it | Price & Value · Consumer Understanding |
Getting breathing room before things get serious I want to pause or reduce a payment for a short period without being treated like I'm already in default. | Living with it → Moments that matter | Consumer Support · Products & Services |
Understanding what happens the moment I miss a payment If I miss a payment, I want to know straight away, in plain language, what it means and what my options are — not just be chased. | Moments that matter | Consumer Support · Consumer Understanding |
Getting a repayment plan that fits my situation, not one that just delays the problem Once I'm behind, I want a forbearance arrangement that accounts for my other debts and living costs, so I'm not set up to fail again. | Moments that matter | Consumer Support · Price & Value |
Finding out if I'm owed money on my car finance commission I want to know whether my car finance had an undisclosed commission arrangement that cost me money, and if so, to get fairly compensated without having to chase it myself. | Moments that matter | Price & Value · Consumer Understanding · Consumer Support |
Handing the car back and walking away once I've paid half I want to exercise my legal right to end my car finance early and hand the car back, paying no more than half the total price, without being talked out of it or overcharged. | Moments that matter | Consumer Understanding · Consumer Support · Price & Value |
Being treated fairly if my car is repossessed If it comes to my car being repossessed, I want that to be a genuine last resort, done through the proper legal process, not a surprise or a heavy-handed recovery visit. | Moments that matter | Consumer Support · Consumer Understanding |
Rolling my existing loan(s) into something more manageable I want to refinance or consolidate my existing loan/finance into a new deal that's genuinely better for me, not just easier to sell to me. | Living with it → Acquiring | Products & Services · Price & Value · Consumer Understanding |
Knowing for certain my loan or finance is fully paid off Once I've made my final payment, I want clear confirmation that the agreement is closed, I owe nothing else, and (for PCP/HP) I own the car outright. | After | Consumer Understanding · Consumer Support |
Sorting out a loved one's loan or car finance after death or incapacity As an executor, next of kin or attorney, I want to deal with a loan or car finance agreement quickly and sensitively, without being passed around or blocked from essential information. | Moments that matter → After | Consumer Support · Consumer Understanding |
| Journey (the job) | Phase | Outcome lenses |
|---|---|---|
Choosing a wealth manager or private bank I want to find someone I can trust to manage my wealth, and understand what I'm signing up to before I commit. | Before | Consumer Understanding · Price & Value |
Onboarding and KYC friction I want to get set up as a client without repeating myself endlessly or waiting weeks before anyone actually starts managing my money. | Acquiring | Consumer Support · Consumer Understanding |
Transferring in and consolidating existing assets I want to bring my pensions, ISAs and other holdings into one place without losing valuable guarantees or paying twice. | Acquiring → Living with it | Products & Services · Price & Value · Consumer Understanding |
Ongoing advice review actually happening I want the annual review I'm paying for to actually take place, not just the fee to be taken. | Living with it | Price & Value · Consumer Support |
Understanding what my fees actually buy me I want to understand, in plain terms, what I am paying and what service that pays for. | Living with it | Price & Value · Consumer Understanding |
Suitability drift — staying aligned to my risk profile I want my portfolio to still fit who I am today, not who I was when it was first set up. | Living with it | Products & Services · Consumer Understanding |
My circumstances changed I want my adviser to know things have changed for me and adjust my plan accordingly, without me having to chase. | Living with it → Moments that matter | Consumer Support · Products & Services |
Markets dropped and I'm scared I want clear, honest reassurance and guidance when markets fall, not silence or a generic newsletter. | Moments that matter | Consumer Support · Consumer Understanding |
Giving a family member or attorney access I want someone I trust to be able to help manage my affairs without a battle to get them recognised. | Living with it → Moments that matter | Consumer Support · Consumer Understanding |
Planning ahead for loss of mental capacity I want to put arrangements in place now, while I have capacity, so my wishes are followed later. | Living with it | Consumer Support · Consumer Understanding |
Acting when a client loses capacity I want the firm to protect my assets and follow my prior wishes the moment I can no longer instruct them myself. | Moments that matter | Consumer Support · Consumer Understanding |
Moving into retirement income / drawdown I want to start taking a sustainable income from my pension and investments without running out of money. | Moments that matter | Products & Services · Consumer Understanding |
Transferring a defined benefit pension I want an honest answer on whether giving up my guaranteed pension is right for me, not a sales pitch either way. | Moments that matter | Products & Services · Price & Value · Consumer Understanding |
Gifting to family and lifetime estate planning I want to pass wealth to my children or grandchildren now, safely, without jeopardising my own security. | Living with it → Moments that matter | Products & Services · Consumer Understanding |
Bereavement — accessing and transferring a deceased client's wealth I want my late spouse's or parent's affairs settled quickly and sensitively, without repeating our loss to every department. | Moments that matter → After | Consumer Support · Consumer Understanding |
Complaining about performance vs charges I want a fair hearing on whether the return I got justified what I paid, without being fobbed off with 'markets went down.' | Moments that matter → After | Price & Value · Consumer Support |
Moving abroad — keeping the relationship working across borders I want my wealth managed properly even though I've moved country, without being quietly dropped or left unsupported. | Living with it | Consumer Support · Products & Services |
Switching adviser or platform, or leaving the relationship I want to leave, transfer, or switch provider as easily as I was able to join. | After | Consumer Support · Price & Value |
My adviser firm is being bought or restructured I want to know what happens to my relationship, my fees, and my adviser when my firm is acquired or merged. | Living with it → Moments that matter | Consumer Support · Products & Services · Price & Value |
Being a beneficiary of a trust or family structure I want to know my interests are protected even though the account isn't in my name. | Living with it | Consumer Understanding · Consumer Support |
| Journey (the job) | Phase | Outcome lenses |
|---|---|---|
Getting a quote through a price-comparison site I want to compare prices and cover quickly, on a site that's optimised for speed, without being misled about what I'm actually buying. | Before | Consumer Understanding · Price & Value |
Understanding what's actually covered before buying I want to know what is and isn't covered — and what the excess really means in practice — before I commit, not after a claim. | Before | Consumer Understanding · Products & Services |
Choosing and buying an add-on I want extra cover for a specific risk (legal expenses, breakdown, key cover, gadget cover) bundled in, and to know it's worth what I'm paying for it. | Acquiring | Price & Value · Products & Services · Consumer Understanding |
Completing purchase, cooling-off and getting set up I want to buy without being rushed, receive confirmation my cover is in place, and be able to back out cleanly if I change my mind. | Acquiring | Consumer Support · Consumer Understanding |
Paying by instalments — premium finance I want to spread the cost of my premium monthly without being surprised by extra cost I didn't understand I was taking on. | Acquiring | Price & Value · Consumer Understanding |
Making a mid-term adjustment (driver, vehicle, address, circumstances) I need to update my policy when something changes — a new driver, a new car, a house move — and know quickly whether my price or cover changes and why. | Living with it | Consumer Understanding · Consumer Support · Price & Value |
Struggling to pay — premium payment difficulty and forbearance I'm finding it hard to keep paying and don't want to lose cover I still need because of a short-term money problem. | Living with it | Consumer Support · Price & Value |
Understanding a renewal premium change I want to understand why my premium has moved at renewal, and know I'm not being charged more than a new customer for the same risk. | Living with it | Price & Value · Consumer Understanding |
Auto-renewing vs actively shopping at renewal I want to decide for myself whether to stay or switch — not be defaulted into staying because leaving is harder than joining. | Living with it | Consumer Support · Consumer Understanding |
Cancelling mid-term (outside cooling-off) I want to cancel my policy without unreasonable barriers and get a clear, accurate refund. | After | Consumer Support · Consumer Understanding |
Claiming after a motor accident I want my car repaired or replaced fairly and quickly after an accident, without having to fight for it. | Moments that matter | Consumer Support · Products & Services |
Disputing a total-loss or write-off valuation I want a fair market valuation for my written-off or stolen car — not a lowballed opening offer I have to fight to move. | Moments that matter | Price & Value · Products & Services |
Claiming for home damage (escape of water, storm, subsidence) I want my home claim handled fairly, including access to alternative accommodation if my home isn't liveable. | Moments that matter | Consumer Support · Products & Services |
Claiming on travel insurance abroad I want help and a fair claim decision when something goes wrong on my trip — including if I disclosed a pre-existing medical condition. | Moments that matter | Consumer Support · Products & Services |
Claiming on a gadget, warranty or appliance plan I want a quick, fair repair or replace decision on a lower-value item without disproportionate hassle relative to what I paid. | Moments that matter | Price & Value · Products & Services |
Claiming under GAP insurance after a total loss I want the GAP policy to cover the shortfall between my insurer's payout and what I owe or originally paid, exactly as promised when I bought it. | Moments that matter | Price & Value · Consumer Understanding |
Disputing a declined claim I want a clear, fair reason if my claim is refused, and an accessible way to challenge the decision. | Moments that matter | Consumer Support · Consumer Understanding |
Administering or cancelling policies after the policyholder's death As next of kin or executor, I want to close or transfer a deceased person's motor/home policies simply, without being treated as if I'm the customer who has to relearn everything. | After | Consumer Support |
| Journey (the job) | Phase | Outcome lenses |
|---|---|---|
Getting a quote and working out how much cover I need I want to work out how much life or protection cover I actually need and compare options, without being oversold or undersold. | Before | Consumer Understanding · Products & Services |
Understanding what's actually covered — conditions, definitions, exclusions I want to know exactly which illnesses or events are covered, and under what definition, before I rely on this policy. | Before | Consumer Understanding · Products & Services |
Choosing a guaranteed-acceptance over-50s plan I want cover without medical underwriting, and to understand clearly what I'm giving up in value for that convenience. | Before | Price & Value · Consumer Understanding |
Completing the application — medical disclosure and underwriting I want to disclose accurately so I'm not caught out later by a claim decline for something I didn't realise mattered at the time. | Acquiring | Consumer Understanding · Products & Services |
Onboarding — confirming cover and nominating beneficiaries I want to know my cover has started, and make sure the right person is set up to receive the payout. | Acquiring | Consumer Understanding · Consumer Support |
Setting up or updating a trust nomination I want my payout to go straight to the people I choose, quickly, without it getting tangled up in probate or inheritance tax. | Living with it | Consumer Understanding · Consumer Support |
Paying premiums and staying on cover I want to keep my cover going and not have it lapse silently because of a payment problem I didn't notice. | Living with it | Consumer Support · Consumer Understanding |
Struggling to pay — payment difficulty and forbearance I'm finding it hard to keep paying and don't want to lose cover I still need because of a temporary money problem. | Living with it | Consumer Support · Price & Value |
Making a change after a life event I want my cover to still make sense after my circumstances changed — marriage, a new baby, divorce, a new mortgage. | Living with it | Products & Services · Consumer Understanding |
Reviewing whether cover still represents fair value over time I want reassurance that I'm not paying in more over the years than my family will ever get back. | Living with it | Price & Value · Consumer Understanding |
Lapsing and reinstating a policy My cover lapsed and I want to know if — and how — I can get it back without starting from scratch at a worse price or with new exclusions. | Living with it → After | Consumer Understanding · Products & Services |
Being a group life scheme member — cover I never chose I want to know I'm covered through work, understand what happens if I leave or die in service, even though I never actively bought this policy. | Living with it | Consumer Understanding · Consumer Support |
Claiming on a term life or whole-of-life policy after a death As the bereaved claimant, I want the payout made quickly and with support, at the worst possible time. | Moments that matter | Consumer Support · Products & Services |
Claiming under a guaranteed over-50s plan after a death I want the guaranteed payout made simply, without the claims process undermining the 'guaranteed' promise the policy was sold on. | Moments that matter | Consumer Support · Products & Services · Consumer Understanding |
Making a terminal illness or critical illness claim while still alive I want my claim assessed sensitively and fairly while I'm seriously unwell, without the process itself discouraging me from pursuing it. | Moments that matter | Consumer Support · Consumer Understanding |
Making an income protection claim and staying on it I want my income replaced promptly and to feel supported back towards work, not just paid once and then forgotten — or dropped without warning. | Moments that matter | Consumer Support · Products & Services |
Disputing a declined protection claim I want a clear, fair explanation if my claim is refused, and a real way to challenge the decision. | Moments that matter → After | Consumer Support · Consumer Understanding |
Cancelling or switching a protection policy I want to stop or replace my cover without losing protection I might not be able to get again as cheaply, and understand clearly what I'd be giving up. | After | Consumer Support · Consumer Understanding |