The Dutch Authority for the Financial Markets (AFM) published a deeper analysis of (hyper)personalisation in online choice environments in the financial sector, finding that firms currently make limited use of these techniques. The AFM frames hyperpersonalisation as offering potential consumer benefits but also increasing the need for careful and responsible deployment, and it plans to explore with the sector how the tools can be used in consumers’ interests. The analysis highlights how large datasets and artificial intelligence can enable increasingly precise tailoring of online journeys, including the content, tone, sequencing and design of information based on consumers’ characteristics, preferences and behaviour. In finance, current application is described as largely limited to modest adjustments (for example based on age or whether a consumer has a mortgage), with early moves toward more advanced personalisation focused mainly on advertising and in-app banners; practical barriers and legal uncertainties are cited as constraints, while firms expect conversational AI to play a growing role. The AFM notes that personalisation can steer attention and behaviour more effectively, which can support consumers through tailored warnings, reminders or improved insight into their personal financial situation, but may also heighten existing risks of unwanted influence. Next, the AFM will further deepen its work on the topic, examine the thresholds firms experience and take action where necessary while involving the sector. It also plans to consider how it can maintain adequate visibility and supervision over personalised choice environments and their effects on consumers.

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