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August 12 2025

Creating Personal Experiences Through Technology

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At Saffron Building Society, we are committed to providing a personal and special experience for our customers, whether they are brokers, intermediaries, or members. Our strategy is rooted in ensuring that the people we serve feel cared for, supported, and valued. While traditionally, this has been easier to achieve in face-to-face interactions across branch counters or over the phone, our challenge is how to replicate this personalized experience through technology.

We believe that technology should not just function as a tool, but should reflect our brand’s personality. It is about designing user interfaces with empathy and understanding, ensuring that our digital platforms connect with customers in a way that makes them feel as special as they would in a physical interaction. We strive to infuse character into our web chat and communications, from DocuSign documents to personalized messaging, as we automate processes to make customers’ experiences faster, more cost-effective, and more seamless.

The key challenge remains balancing automation with personalization. As we automate processes to improve efficiency, we must also ensure that technology does not lose the human touch that makes the experience truly special. The future of banking is evolving, and we are working to build a system where both automation and personal care go hand in hand.

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John Penberthy-Smith

Saffron Building Society

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Saffron Building Society
  1. CLS Appoints Six New Board Directors

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  2. Mobey Forum Calls for a Collaborative Approach to Fraud Prevention in Rethinking Fraud in a Connected World

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  3. SumUp Launches in Canada

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  4. European Fintech Association Elects New Board of Directors

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