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Fair question, and one I have thought about a lot myself in the past.  I think one of the big reasons is how the consumer has changed as well as the competition. 

When I was younger (I always promised myself I wouldn't say that after hearing my father say it 😄), I had 1 bank that I went to for everything, there wasn't as much choice anyway and it wasn't that easy to swap.

Now, there are so many more organistaions offering financial services the choice is so great and the barriers to change services are so much lower that if a financial services firm isn't part of this new market place, they are more liekly to be over-looked. 

Better to be involved and fighting for the business than not even considered in the first place.

Great to see UBS realising the value of data not just to themselves but also their customers and offering services around it!