Financial services

Long-standing stereotypes of financial institutions are being tested. Traditional barriers that have driven sector predictability for decades are dissolving. Industry convergence is real and is changing the flow of capital and the status quo, requiring a fresh strategic view.

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Accelerating evolution of financial services

Financial services are no longer siloed — bankers, insurers, asset managers and wealth advisers are building integrated platforms ready to scale. As technology evolves and companies shift attention toward a growth agenda, we expect convergence to continue and accelerate across traditional and non-traditional market participants. The momentum is toward deeper fusion — but also greater competition in a world where private equity challenges traditional norms.

A deliberate, strategic approach to your future is essential when deciding which technology, AI, corporate structure or deals to pursue. PwC’s consulting, tax and assurance teams provide innovative and comprehensive solutions to help you adapt to the evolving world of financial services.

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For at least the last decade, financial services have been in a state of continuous reinvention, responding to novel threats, new opportunities, growing regulatory mandates and new technologies. Each year, a handful of issues capture the industry's attention and contribute to the industry’s next round of reinvention.

Some issues, like the election, could spark an outburst of intense activity as new faces on the political scene enable a change in direction across the industry.

Others build momentum over time and then emerge overnight as a game-changing disruption, such as generative AI’s ability to improve operational performance and drive business transformation.

In 2025 we see three themes dominating financial services:

Personnel is policy, in our view. We expect the Trump Administration’s financial services nominees to carry on a traditional Republican agenda of reducing regulatory burdens and spurring economic growth.

New agency leaders will be able to modify or table rulemaking that has not been finalized before they take over, such as Basel III Endgame. Any new rulemaking will likely reduce existing requirements; amend rules promulgated by the Biden Administration; and implement more transparent policies around innovative products, such as digital assets or crypto.

New agency leadership will also be able to alter the regulatory landscape through changes to supervisory priorities and enforcement policies. For example, there will likely be a shift away from the Biden Administration’s attention to climate risk management and the CFPB’s aggressive rule making activities.

The expectation of a less onerous regulatory landscape may lead to more mergers, spinoffs and private equity exits. This shift will likely support more investment capital to be diverted away from risk and toward modernization or growth-related initiatives.

Lastly, tax changes could be substantial. Trump has proposed cutting the corporate income tax rate to 15% from 21% and he’s called for making permanent estate tax provisions in the Tax Cuts and Jobs Act which are due to expire at the end of 2025.

 

Private Credit is driving change across the financial services markets. Both traditional and alternative asset managers are building capital flywheels and innovating new investment structures while developing scalable operating platforms. Banks are upgrading lending strategies, servicing capabilities, custody and trust services to serve and partner with credit platforms. Insurers are placing capital in credit strategies, investing in internal credit capabilities while also partnering with credit investment firms. And capital allocators, including institutional and retail advisors, are directing larger amounts to this increasingly diverse asset class.

Regardless of institution or investment type, new and differentiated technology, best in class operations and valued partnerships will be the catalysts used to capitalize on the private credit growth opportunity. Private credit is positioned to be at the center of capital markets in the years ahead, requiring all lenders and borrowers to evaluate how this impacts their strategy.

The impact of generative AI is broad, however we have seen measurable impact concentrated with AI native start-ups and large financial institutions. For example, we have seen a resurgence in the fintech space with AI native businesses focused on solving old problems with new platforms and business models. Similarly, we have seen many of the largest financial institutions experimenting with several common use cases. This experimentation has helped them build confidence with new technologies and refine their risk and control model in a way that positions them to scale these new technologies at an accelerated pace. While AI native start-ups and large financial institutions continue to progress their strategies, there is a risk that firms who continue to evaluate their entry strategy will noticeably begin to fall behind starting in 2025.

Among our clients, we have seen four common use cases emerge across the industry:

  • Investment research: New tools designed to help financial advisors formulate an optimal portfolio to match their client’s financial goals or improving traders’ scenario analyses covering positioning, sizing and hedging.
  • Customer service: Call center employees are regularly summarizing client calls using voice – text – summarization capabilities and generating efficiency in posting call logs to CRM tools.
  • Software development life cycle: Developers are now working alongside autonomous AI agents that convert business stories into user stories, test cases, wireframes, and code with previously unrealized speed resulting in efficiency gains expected to conservatively exceed 30%.
  • Document extraction: Whether the document is an aged scanned piece of paper, digitized legal contract or an electronic copy of a new government regulation, GenAI’s ability to make sense of unstructured data is greatly reducing manual summarization. We believe that in an industry still plagued with paper disclosures, legal requirements and other contracts, this use case will be a game changer for most firms once fully adopted.

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Next in asset and wealth management 2025

Executing the strategies to build a next-generation asset and wealth manager

Transforming your business to win. Digitization is the foundation of new scalable business models in an era of compressed fees and slower growing pools of client assets.

Chasing growth through mergers, partnerships, private markets. Firms need mergers, acquisitions and strategic partnerships to reinvent their business models as few firms have all the capabilities in house to serve today’s increasingly diverse investment needs.

Leverage GenAI as part of strategic digital investments. GenAI’s applications are multiplying — from operations, to finance, research, risk and more; it's become impossible to ignore the profound business model effect it is having on the sector.

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Next in banking and capital markets 2025

Be bold, fix regulatory deficiencies, leverage AI and data

Go on offense. With expectations for more interest rate cuts and streamlined regulations — plus a potentially faster growing economy amid already healthy balance sheets — banks are in a position to accelerate their growth agenda and reconsider dealmaking.

Regulatory compliance is necessary, especially for dealmakers. A clean bill of health on regulatory matters likely will be table stakes for all banks, but especially those which expect to ask the government to approve mergers and partnerships.

The AI advantage rests on data, humans and tech. The rapid adoption of AI is reshaping the sector with banks now embracing agentic workflows in hopes of defining a new era of competitiveness.

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Next in insurance 2025

Clear goals and careful execution can help insurers meet complex challenges

Building climate resilience at the community level. Insurers need a concerted effort, based on their insight and data, to build resilience at the community level, where the effects of severe weather events can cascade into systemic financial, economic and even social crises.

Getting value from tech investments. With centralized data collection and standardized application, you’re more likely to drive scalable, long-term solutions that benefit more than just pockets of your business.

Driving top-line growth with ecosystems. Building on existing partnerships by entering into ecosystems — networks of partners featuring complementary goods and services — is a promising variation on longstanding practice that can help accelerate revenue growth.

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Next in private equity 2025

Where private equity can find success in 2025

PE firms are adding multiple asset classes, increasing complexity in the process. Leaders are realizing it’s time for their firms to embrace a level of back-office sophistication that other investment companies have had for many years.

Firms look beyond the traditional playbook to build robust value creation plans. We have seen many PE firms find their desired deal returns by moving beyond traditional financial engineering and cost containment and instead investing in the underlying portco’s business model.

Tax remains vital to not just value creation strategy but PE fund structures. Whether you’re considering opening your PE funds to retail investors, getting into sports investing or building out a value creation plan for your portfolio companies, tax planning and strategy have a significant role to play.

PE firms and their portcos use sustainability as a differentiator. As sustainability is not a simple compliance obligation but rather a driver for value creation, investors are scrutinizing PE firms’ diligence processes and transformation objectives.

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Next in real estate 2025

The time has come

Lay the groundwork for the next growth cycle. The jarring pandemic shifts seem to be behind us, and investors’ focus is swinging to a cyclical upturn as the Federal Reserve delivers interest rate cuts.

A new cycle begins. The Emerging Trends survey’s buy-sell-hold barometer scored its highest “time to buy” and the lowest “sell” rating since the Great Financial Crisis.

Top real estate markets for the year. Dallas/Fort Worth ascends to the top spot; Florida cities come roaring back while Nashville and Phoenix are dethroned.

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Contact us

Peter Pollini

Peter Pollini

Financial Services Industry Leader, PwC US

Seth Promisel

Seth Promisel

Asset & Wealth Management Assurance Leader, PwC US

Jennifer Kennedy

Jennifer Kennedy

Chief Operating Officer of Tax and Financial Services Leader, PwC US

Brian Rebhun

Brian Rebhun

Financial Services Tax Managing Partner, PwC US

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