Anyone can invest. If the right tools are offered and clearly illustrated by the right visualizations, even the most inexperienced investors can invest successfully. However, professional investors, too, can benefit from the right tools and personalized content. We have noticed that many Dutch financial institutions leave something to be desired when it comes to the abovementioned market developments. Investments are often postponed, because they do not have priority. And due to these postponed investments, institutions run a higher risk of missing out on investments from (potential) customers or even losing customers to the competition. For financial institutions, the risk of new players (gamechangers) increases when investments in the proposition are delayed.