The future of the financial system — and, why not, of any sector — increasingly depends on active listening, on a real ability to observe where the friction is, where people are losing time, energy, and trust. And to act on it.
The journey matters. The flow matters. The way an innovative service fits into people’s lives matters.
Things come to an end.
Not due to lack of value. But because they no longer make sense in people’s daily lives.
There’s a certain romanticism in how we remember past technologies and solutions. Many of them truly defined their eras. They were cultural, social, even emotional references. Going to the place, the ritual of usage, the waiting for the result — all of that was part of the experience.
But over time, routines change. Urgency imposes itself. And tolerance for discomfort decreases.
The truth is that most things don’t end because they stopped being useful. They end because they stopped being convenient. Because they began demanding more than they should. Because they started offering an experience that no longer fits the expectations of those who use them.
And today, experience is an essential part of value.
We live in a world where time is the scarcest asset. Where attention is fragmented, and patience is limited. People — customers, citizens, users — are no longer willing to accept heavy, in-person, slow processes that don’t match the rest of their digital lives.
In this context, what survives is not the most robust. Nor the most traditional. It’s what integrates best. What solves fluidly. What respects time, context, and moment.
In the financial system, this dynamic is particularly sensitive. Many structures still rely on processes designed for a world that no longer exists. Protocols conceived in an analog era, which today generate friction, insecurity, or simply disinterest.
If the experience requires too many steps, excessive validations, and disconnected interactions… it’s already losing space.
Even if the product is technically good. Even if the final result works.
That’s why the future of the financial system — and of any sector — increasingly depends on active listening. On a real ability to observe where friction occurs. To anticipate where people are losing time, energy, trust. And to act on it.
Convenient is not superficial. Convenient is smart.
The journey matters. The flow matters. The way a service integrates into people’s lives matters.
Innovations emerge all the time. But only those that truly improve the experience remain. That relieve the weight, the fatigue, the frustration — even if invisibly.
What does not adapt to this logic inevitably comes to an end. It may take time. It may seem resistant. But it ends. And not because it was bad. But because it became too difficult to continue.
📌 Article originally published in Época NEGÓCIOS