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Between all these splendid technologies like AI (everywhere) and Blockchain (less) and the new kids on the block (5G, Quantum, Robotics, …), Finovate Berlin too rarely provided innovative insights about the why that should steer the what and the how. Is the mission of financial services indeed sufficiently summarized by the addition of efficiency plus personalization plus convenience to resolve people’s issues around time, money and effort? Democratize access, financial inclusion linked with sustainability gained ground in contributions from speakers like Tosin Agbabiaka or Rik Coeckelsbergs as alternative themes to define banking’s new jobs-to-be-done. Georg Hauser named gaining trust for his N26 brand as current top objective and appeared primarily thinking of it as the challenger bank’s next milestone. In today’s virtualized worlds, the top dogs might understand first, with their branch network roots still hard-coded in the real world, that they have to transform from being in the money business to making money from providing trust.