A comprehensive report, providing an understanding of emerging experience design trends in the Financial Services industry.
The Experience Design Trends Report for Financial Services, 2025–26 was officially launched at XEN LAB, ETP, in collaboration with Nippon India Mutual Fund, marking a significant milestone in the future of experience-led innovation.
Key Highlights of the Event
The event began with engaging keynote sessions from leaders at Nippon Life India Asset Management Limited and Salesforce India, setting the stage for a day of ideas and innovation.
Abhijit Shah (Chief Technology Officer – Nippon Life India Asset Management Limited), emphasized the three essential pillars shaping the future of finance: customer experience, accurate and accessible data, and cybersecurity. He also spoke about the emerging significance of quantum computing and AI-powered defense systems as critical components for building future-ready institutions.
Following him, Pankaj Bajaj (Regional Vice President, Sales – Salesforce India), reflected on India’s rise as Salesforce’s second-largest market outside San Francisco. He introduced Agentforce as a partner-led platform that is rapidly becoming a core driver of AI-first, customer-centric financial experiences.
The highlight of the day was the grand reveal of the Experience Design Trends Report for Financial Services, 2025–26, which took place in the presence of senior leadership from both Nippon India Mutual Fund and Salesforce India. Representing Nippon India Mutual Fund were Abhijit Shah, Deepak Das (National Lead – IT Strategy & Transformation), and Ashwin Gopinath (Segment Head – Business Intelligence & AI). From Salesforce India, Pankaj Bajaj and Manoj Mahendra Joshi (Director – Alliances & Partner Sales) were in attendance, along with Pradnya Salvekar, Vice President – Delivery at Merkle.
Post the launch, Saranic Banerjee (Experience Strategy Lead, Merkle) introduced our DRIVER Framework, a clear, structured path to move from insights to impact. This was followed by an engaging hands-on Trends Alignment Workshop, where participants identified the most relevant trends, assessed current assets for alignment, and explored experience-led ideas to accelerate adoption.
The momentum carried forward into a power-packed panel discussion featuring a diverse lineup of experts: Abhijit Shah, Pankaj Bajaj, Tarun Durga (Chief Design Officer & SVP – ECube Investment Advisors), and Siddhant Dhillon (VP – Delivery, Merkle). The discussion explored the realities and opportunities of experience design in finance, touching on topics such as the responsible use of AI, the value of unique data models, long-term personalization, and the essential role of human-centered design in building digital trust.
Download the full report here.
We extend our sincere appreciation to the dedicated team behind the report, Aashish M, Aryan A, Gauri S, Ifrah K, Kareena S, Khushi K, Melinda R, Saranic Banerjee, Snehal S, Venkatesh M, and Vivek S, whose contributions were instrumental in bringing this initiative to life.
Connect with us to see how these findings can be tailored to your business through our Trends Alignment Workshop.
About Merkle
Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. With more than 14,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. For more information, contact Merkle at 1 (443) 542-4000 or visit www.merkle.com.
About Extentia, a Merkle Company
A global technology and services firm that helps clients transform and realize their digital strategies. With a unique Experience Centric Transformation approach, Extentia’s ground-breaking solutions are in the space of mobile, cloud, and design. The team is differentiated by an emphasis on excellent design skills that they bring to every project. Focused on enterprise mobility, cloud computing, and user experiences, Extentia strives to accomplish and surpass their customers’ business goals. The company’s inclusive work environment and culture inspire team members to be innovative and creative, and to provide clients with an exceptional partnership experience.
