For fintechs to keep customers loyal, a deep understanding of their needs and challenges is essential. Trish Wethman, Chief Customer Officer at Best Egg, a subsidiary of Marlette Funding, stands out in this respect. She has redefined customer experience (CX) in the fintech world by centering it around financial confidence. Wethman’s approach goes beyond just offering financial products. She aims to empower customers, particularly those with limited savings, to confidently navigate their financial journeys. This shift from traditional CX strategies to a focus on long-term financial well-being is a game-changer in the industry. Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.