News 13/11/25

Opportunities for (hyper)personalisation of choice environments call for responsible application

Technological developments enable increasingly personalised online user experiences. Also in the financial sector, there is growing interest in so-called ‘hyperpersonalisation’: tailoring online choice environments based on characteristics, preferences, and behaviour of consumers. Financial firms currently make limited use of hyperpersonalisation, according to an analysis by the AFM. Hyperpersonalisation offers opportunities but also requires careful and responsible application. Together with the sector, the AFM wants to explore how these opportunities can be used in the interest of consumers.

In short

Possibilities for personalising online choice environments are substantial
Financial sector is paying attention to (hyper)personalisation; current application is still limited
More targeted and effective influence on consumers presents both opportunities and risks
Personalisation calls for careful and responsible application

Possibilities for personalising online choice environments are substantial

The combination of large volumes of individual data and the use of artificial intelligence (AI) enables companies to refine customer profiles and personalise online choice environments with increasing precision. Content, tone, order and design can be tailored to consumer characteristics, preferences and behaviour. In its most advanced form, this is referred to as hyperpersonalisation. Examples include the Netflix interface that is tailored to users’ viewing preferences, the TikTok feed that shows exactly what holds someone’s attention, Booking.com that offers travel recommendations based on previous choices, or a webshop suggesting products purchased by similar consumers.

Financial sector is paying attention to (hyper)personalisation; current application is still limited

Compared to other sectors, (hyper)personalisation of the choice environment in the financial sector is still limited. For example, it does not go beyond minder adjustments to information based on factors such as age or whether someone has a mortgage or not. The first steps towards more advanced forms of personalisation are mainly focused on online advertising and in-app banners. Firms are amongst others held back by practical barriers and legal uncertainties. According to our exploration, financial firms intend to (further) personalise choice environments in the future. They expect conversational AI to play an increasingly important role. This technology is developing rapidly, which could mean that today’s customer service chatbot could evolve into a fully-fledged financial assistant.

More targeted and effective influence on consumers presents both opportunities and risks

By personalising the choice environment, firms can influence users’ attention and behaviour in a more targeted and effective manner. This offers both opportunities and risks. Personalisation can be used to benefit consumers, for example by personalised warnings or reminders, or offering greater insight into one’s personal financial situation. However, personalisation may also amplify the existing risk of adverse influence of the choice environment.

Personalisation calls for careful and responsible application

Together with financial firms, the AFM wants to explore how personalisation of the choice environment can be used to promote sensible financial decision making. It is important that firms handle these new possibilities in a careful and responsible manner. This means that firms should refrain from using personalisation when this does not serve the customer’s interests. It is also important that supervision responds in a timely manner to developments related to the personalisation of choice environments. The AFM will further explore this topic and the barriers that firms face; and will act where needed and involve the sector. Additionally, we will examine how to maintain adequate oversight and supervision of increasingly personalised online choice environments and their impact on consumers.