PIMFA Consumer Duty & AI Summit: The New Operating Model for Good Outcomes 2026
London, EC1V 7DY
What’s now possible for wealth firms when AI meets Consumer Duty?
This is the half-day event that answers one question
AI is no longer sitting at the edge of the wealth management operating model. It is moving into advice, compliance, client support, vulnerability identification, outcomes monitoring, quality assurance and board reporting.
The regulatory context matters. But this is not a morning of theory. It is a working session for leaders to decide how AI can safely improve client outcomes, where it should stay out of the journey, and what firms must be able to evidence before they scale it.
The opportunity is now real: AI can spot vulnerability earlier, support clients whose traditional advice models struggle to serve, personalise communication responsibly, review far more customer interactions, reduce adviser admin, and turn culture, competence and outcomes into evidence boards can actually use.
For wealth firms of every size, AI is changing what it means to deliver, monitor and evidence good outcomes. This Summit is about what makes it possible and what firms need to get right before they scale it.
This Summit is for the leaders ready to move beyond Consumer Duty implementation and start using AI to create better client journeys, stronger evidence, sharper oversight and genuine competitive advantage.
Six questions this Summit tackles. Each one is already being tested inside UK wealth management firms.
- What if you could spot vulnerabilities that customers never disclose?
- What if every adviser had two extra days a week?
- What if you tested every interaction, not one in a hundred?
- What if you could measure culture as precisely as you measure revenue?
- What if the smallest firms in the sector had the same AI as the largest?
- What if your board could actually see good outcomes, not just hear about them?
You should attend if:
You’re a senior leader who will have to explain how your firm is using AI to deliver, monitor and evidence good client outcomes. That includes:
• Chief Risk Officers and Chief Operating Officers
• SMF16 and SMF17 holders
• Heads of Advice, Compliance, Internal Audit and Quality Assurance
• Consumer Duty Leads and Outcome Monitoring Leads
What you’ll leave with:
• Where AI can improve Consumer Duty outcomes and where it should not go near the client journey.
• What is already working across advice, compliance, outcomes monitoring and culture evidence.
• How to deploy AI at your firm’s size, maturity and risk appetite, not someone else’s.
• A board-ready governance framework for fairness, explainability, accountability and SM&CR ownership.
• A practical plan: what to test, what to control, what to evidence and what to stop.
• Direct access to the founders, firms and peers already making these decisions
22/06/2026
Arrival, Registration & Coffee
Welcome & Scene-Setting
Speakers
Alexandra Roberts
Alex joined PIMFA in June 2017 as a Policy Adviser, where she works on a wide range of regulatory matters, engaging with policy makers and the regulator to promote members’ interests.
She previously worked for the Association of Professional Financial Advisers (APFA) in the same capacity. APFA merged with the Wealth Management Association (WMA) to form PIMFA.
Alex has a legal background, having studied law at Cambridge University and was called to the Bar in 1997. She was a tenant at Lamb Chambers, Temple where she specialised in personal injury claims, contractual disputes and professional negligence. Alex has experience of advisory, drafting and court work including appearances in the Court of Appeal, the High Court and county courts.
Keynote - What 'Good' Looks Like When AI Meets Consumer Duty
Matthew Drage, former FCA supervisor and Co-Founder of Square 4 Partners, opens the Summit by translating regulatory expectations into the operational reality of AI-enabled outcomes monitoring.
This keynote explores how firms can move beyond sample reviews, static MI and retrospective assurance, towards continuous testing of customer journeys, earlier identification of foreseeable harm, and board-ready evidence that good outcomes are actually being delivered.
For firms asking where AI can do the heavy lifting under Consumer Duty, this session sets the standard for what “good” now looks like.
Speakers
Matthew Drage
Matthew specialises in regulatory risk and conduct regulation and is a Managing Director at Square 4 Partners. He supports firms with their approach to the evolving conduct landscape.
Matthew has previously worked as a supervisor at the Financial Conduct Authority (FCA) and within two of the ‘big four’ professional services firms. Most recently, he was the Advisory Director at Huntswood and acted as the firms Skilled Person.
Matthew is a Fellow of the International Compliance Association (ICA) and is a member of the Chartered Institute for Securities & Investment (CISI).
Insight Session - What AI Makes Possible: Culture, Judgement & Behaviour
Adrian Harvey turns the lens inside the firm, exploring how AI-enabled continual assessment can evidence whether Consumer Duty is being understood, applied and lived day to day.
This session explores how firms can move beyond annual training, policy attestations and staff surveys towards continuous workforce insight: identifying where judgement breaks down, where teams are exposed, and where weak understanding could lead to poor client outcomes.
Speakers
Adrian Harvey
Adrian spent the first decade of his career working in corporate banking and lending with ABN AMRO, GE Capital, and BNP Paribas. He joined the energy sector to bring commercial expertise to the privatisation of British Gas, where he spent ten years. During this time, he served as Managing Director of the largest residential business of British Gas, as well as Managing Director of E.ON’s property services and renewable energy business.
Networking & Coffee Break
Behavioural Insight - Why Knowing the Right Answer Isn't Enough
Greg B. Davies brings the behavioural lens to AI and Consumer Duty, exploring why better information, faster prompts and more personalised support do not automatically lead to better client outcomes.
This session explores how firms can move beyond demographic segmentation and technically correct communications towards AI-enabled journeys that understand how clients actually think, decide and behave.
The Founders' Session - The Art of the Possible, Live
Three founders. Three live AI use cases. One question: what is actually possible now for wealth firms under Consumer Duty?
This session brings together the leaders building AI into the operating model of advice, culture, competence and outcomes monitoring. The discussion will move beyond theory and vendor theatre into an honest conversation about where AI is genuinely earning its keep, where firms are getting it wrong, and what senior leaders need to understand before they scale AI across client-facing journeys.
The session will explore how AI can support better judgement rather than replace it: giving advisers more time with clients, helping firms evidence culture and competence, testing more customer journeys, and surfacing foreseeable harm earlier. It will also tackle the hard questions around governance, explainability, accountability and SM&CR ownership.
Speakers
Philip Allen
Having led learning teams at the Institute of Risk Management, The British Bankers Association and most recently at UK Finance where he developed learning academies on Vulnerability, Financial Crime and Conduct & Culture, Philip is considered a leading authority in L&D within financial services.
At PIMFA, Philip’s responsibility is to design and deliver a suite of innovative learning solutions that not only support members to meet their regulatory obligations but help them develop the skills and talents their staff need to take advantage of digital transformation.
A qualified trainer, Philip was awarded Fellowship of The Learning Performance Institute in 2018.
Adrian Harvey
Adrian spent the first decade of his career working in corporate banking and lending with ABN AMRO, GE Capital, and BNP Paribas. He joined the energy sector to bring commercial expertise to the privatisation of British Gas, where he spent ten years. During this time, he served as Managing Director of the largest residential business of British Gas, as well as Managing Director of E.ON’s property services and renewable energy business.
Matthew Drage
Matthew specialises in regulatory risk and conduct regulation and is a Managing Director at Square 4 Partners. He supports firms with their approach to the evolving conduct landscape.
Matthew has previously worked as a supervisor at the Financial Conduct Authority (FCA) and within two of the ‘big four’ professional services firms. Most recently, he was the Advisory Director at Huntswood and acted as the firms Skilled Person.
Matthew is a Fellow of the International Compliance Association (ICA) and is a member of the Chartered Institute for Securities & Investment (CISI).
Michel Hardy
Building Marloo, the AI partner for financial advisers. Looking to join a happy, fast, focused team? We're hiring.
Seven years building retail investing platforms at Sharesies and Lightyear. Across roles I led strategy, product, regulatory, commercial, and team. The throughline: rapidly scaling fintech in regulated markets.
I write about company building at pitchdeck.substack.com.
Passionate about investing. From oat milk to venture funds to electric foiling powerboats.
Seven time New Zealand national cycling champion.
Practitioner Panel One - Inside the Firm: What AI Has Actually Changed
This panel moves from the art of the possible to the operational reality inside firms.
Senior practitioners will explore what AI has actually changed across the wealth and advice operating model: adviser productivity, client support, compliance workflows, quality assurance, outcomes monitoring and the evidence firms can now generate under Consumer Duty.
The discussion will focus on practical adoption rather than hype: what has been deployed, what has improved, what has proved harder than expected, and what firms would do differently if they were starting again.
Speakers
Maria Fritzsche
Before joining PIMFA, Maria held various roles within financial regulation. She is a former civil servant and studied law and legislative studies with a year working in Westminster Parliament. Maria was called to the Bar of England and Wales in 2019 and holds a Master of Laws in European Social Security from KU Leuven, where she focused on pensions.
Practitioner Panel Two - A Board-Ready, AI-Enabled View of Consumer Duty
This panel shifts from implementation to accountability.
As AI moves into advice, support, monitoring, assurance and board evidence, senior leaders need more than pilot updates, policies and dashboards. They need to understand where AI is improving outcomes, where it is creating new risks, and whether the firm can evidence appropriate oversight, challenge and accountability.
Board members and Consumer Duty Champions will explore what a board-ready view of AI and Consumer Duty should look like: the evidence that matters, the questions boards should ask, and how firms can avoid turning AI governance into another layer of process without insight.
Speakers
Alexandra Roberts
Alex joined PIMFA in June 2017 as a Policy Adviser, where she works on a wide range of regulatory matters, engaging with policy makers and the regulator to promote members’ interests.
She previously worked for the Association of Professional Financial Advisers (APFA) in the same capacity. APFA merged with the Wealth Management Association (WMA) to form PIMFA.
Alex has a legal background, having studied law at Cambridge University and was called to the Bar in 1997. She was a tenant at Lamb Chambers, Temple where she specialised in personal injury claims, contractual disputes and professional negligence. Alex has experience of advisory, drafting and court work including appearances in the Court of Appeal, the High Court and county courts.
Networking Lunch
Square4 Consulting
Elephants Don't Forget
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