At the moment , banks never needed too much empathy with their customers. Banks have been "moneymachines" and they were focused in debt designing . However , they can loose a hughe business and a relevant position in the payment systems. They have new competitors, no banking experts, from outside the box, like apple, google or a hundred fintech start-ups. They are experts in customer experience and brand jorney because they were born inside the customer, and they placed between the clients and the banks. Not too much dangerous at the moment for the banks because for now the need banks structures to operate and to sale finance products. The accelerated in digital transformation... Now we are in the second fintech wave, with the dilema and hype Blockchain technology and bitcoin. Descentralized finance organizations could disrupt banks... of course banks have te opportunity to discover something about the customers and lead the challenges... we will see!