The Dutch Authority for the Financial Markets (AFM) has published findings from a qualitative stakeholder study of supervised firms, showing broad support for its supervisory role and priorities but a clear demand for more tailored engagement, clearer expectations and a less legalistic approach. The research suggests that perceived distance from the AFM is a key driver of its reputation among supervised institutions. Interviewees across retail, pensions, capital markets, asset management and audit firms valued the AFM’s focus on market integrity, consumer protection and a level playing field, and cited priorities such as the Digital Operational Resilience Act (DORA), the pensions transition and sustainability. Firms with a dedicated account manager reported a more positive relationship, while others asked for better personal and digital accessibility, more clarity on expectations, more guidance on open norms and more bespoke supervision. The AFM said relevant departments are acting on the results, including improving expectation management around new legislation, making letters more accessible and improving contact moments with financial service providers, with some areas mapping and redesigning the “customer journey”. The study was conducted by Motivaction in late 2024 through 46 interviews, and the AFM plans to alternate qualitative research every two years with quantitative research in the other years.