Post by Baringa

Who owns the consumer’s first financial decision? The Advice Guidance Boundary Review has largely been viewed through a regulatory and proposition lens. But the Mills Review raises a more urgent question: what happens when consumers turn to AI before they ever engage with a financial institution for forms of advice or guidance? In our latest article, we explore why the AGBR response is becoming more than a compliance exercise, and why the race for the consumer’s first port of call may be much shorter than firms think.