Banks has been at Jigsaw Research for the past five years, working across a diverse range of financial services clients.

Prior to that, he worked at M&C Saatchi-owned marketing strategy consultancy, Clear Ideas for two years and, before that, was at Illuminas for five years, working on clients including the Open University, Samsung, Quorn and Santander.

Banks said: “As we all get a little older, our needs change and so do people’s opinions. It is no longer true that we stick with the same bank or insurance company that our parents may have used. With account switching easier, and access to more personally relevant information available, financial services brands need to ensure that they have a deep understanding of people and what it is they want. Without it, they can’t increase loyalty orcreate new products and services that meaningfully fit in with their lives.”