
PIMFA Consumer Duty & AI Roundtable: 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
Important
PIMFA reserves the right to decline or withdraw registrations where attendees are not deemed to meet the appropriate seniority, relevance or suitability criteria for this event. Please also note that, by registering, your data may be shared with the event sponsors for event administration, follow-up communications and related marketing purposes.
22/06/2026
Arrival, Registration & Coffee
Welcome
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.
Scene setting
Speakers
Hardy Michel
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.
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.
Speakers
Greg B Davies
Greg B Davies is a globally recognised expert in applied behavioural finance, decision science, and the design of technology that improves long-term financial decisions.
For more than two decades he has worked at the intersection of psychology, finance, and technology, helping individuals and organisations reduce noise, bias, and emotional friction. His work combines rigorous academic insight with a practical ability to turn complex ideas into tools that people can use with confidence.
In 2006, Greg founded the first behavioural finance team in global banking as Barclays’ Head of Behavioural Quant Finance. Today, he is Head of Behavioural Finance at Oxford Risk, leading the development of behavioural finance and innovation, including AI-enabled tools that personalise engagement and help people make smarter decisions at scale. He holds a PhD in Behavioural Decision Theory from Cambridge and has advised many of the world’s largest financial institutions.
Greg has delivered keynote and his acclaimed behavioural wine-tasting experience, Pour Better Decisions, on six continents—for audiences including global banks, investment firms, hedge funds, regulators, family offices, and wealth management client events. Whether speaking to investors, leaders, or advisers, his sessions equip audiences with the tools to be more consistent, confident, and clear-headed in their decisions.
He has lectured at Imperial College and LSE, and held associate fellowships at Oxford’s Saïd Business School and UCL. He is co-author of Behavioral Investment Management, and his online course, The Art of Behavioural Investing, distils decades of research and experience into practical steps to improve long-term financial decisions by understanding your own psychology. He is also the creator of Behavioural Data Behind Financial Decisions, a new online course exploring how behavioural data, financial personality, and decision patterns shape the way people choose, act, and stay engaged.
Beyond finance, Greg is a passionate advocate for the arts. He chaired Sound and Music, the UK’s national organisation for new music, for five years, and co-created Open Outcry, a ‘reality opera’ set on a live trading floor. He’s also an experienced choral singer and a frequent speaker on decision-making, music, and creativity.
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).
Hardy Michel
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.
Gillian Hepburn
Gillian has over 30 years’ experience in financial services and is Head of UK Adviser Solutions and Sales at Vanguard. She was previously at Benchmark and Schroders Group as Head of UK Intermediary Solutions where she was responsible for the award winning Schroder Investment Solutions. She is a Non-Executive Director on the board at Kore Labs and on the advisory board for Women in Asset Servicing. She is a member of the ‘Council for investing in female entrepreneurs’ and in 2023 was named as ‘Woman of the Year – Investment’ at the Professional Adviser Women in Finance awards.
At Benchmark, Gillian is responsible for business development, partnership management, marketing and proposition to attract new firms to the services available and focus on supporting the existing 180+ firms to realise their business, growth and succession plans.
Becky Thompson
Becky Thompson is Continuous Improvement Manager at Redmayne Bentley, where she leads a team focused on driving operational efficiency through process improvement, RPA, and AI.
Holding over 17 years of experience in financial services – with varied roles at Link Group, Lloyds Banking Group, Halifax Bank of Scotland, and Redmayne Bentley - Becky brings expertise in investment operations, regulatory processes, and digital innovation.
She is passionate about helping others work smarter – not harder - by fostering a culture of continuous improvement and delivering scalable, real-world solutions.
Angela Dean
Angela Dean is Head of Digital & Experience at TrinityBridge, where she supports business change by building high-performing digital teams and creating better digital experiences for clients, advisers and colleagues.
Her role focuses on connecting technology, people and process to deliver practical improvements across the business. With a strong emphasis on user experience, adoption and operational change, Angela helps translate digital strategy into tools and experiences that work in the real world.
At PIMFA’s Consumer Duty + AI event, Angela will share her perspective on how digital transformation and emerging AI capabilities can support better client outcomes, improve ways of working and help firms build stronger evidence of change.
Practioners Panel Two - Board-Ready Evidence: AI, Accountability and 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.
Senior practitioners, Consumer Duty leads and a non-executive director 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.
Frank Brown
Frank is a governance, risk and regulatory expert with extensive experience advising Boards and senior management on how to achieve their strategic objectives while staying within risk appetite, and abiding by the rules and principles of the regulators.
Frank has worked for Big 4 accountancy firms, and law firms, advising clients across wealth, investments and other sectors of financial services. Both on developing enhanced approaches to better balance risk vs reward decisions, and also to address failings after s166 and regulatory interventions.
When advising firms, Frank encourages clients to take a holistic view and recognise that risk crystallisation, regulatory breaches and failures to execute strategy can be symptoms of root cause issues in the firm’s governance, culture, organisational structure and business model. And within this, culture can be the ‘force-multiplier’ to drive improvements.
Philip Deeks
Phil has almost 30 years’ experience in retail conduct regulation. He is a Director at Barclays Bank UK, with responsibility for compliance oversight of Consumer Duty and the Bank’s strategic priority on data and technology.
Before joining Barclays, Phil spent five years at KPMG, where he co-led the firm’s Consumer Duty proposition and supported firms, across all sectors, with implementation. His earlier experience includes compliance roles at a national IFA and a large insurer with an employed sales force, and the FCA, where he supervised firms in this sector.
This breadth of experience gives him first-hand insight into the practical challenges firms face in delivering, and evidencing, good consumer outcomes.
Molly Nickson
Molly Nickson is Head of Global Distribution Insights at Fidelity International, where she leads the firm's strategy for embedding data-led decision-making across its Wholesale and Institutional distribution business.
Her team develops predictive and insight-driven capabilities that help sales and client management teams better understand client behaviours, needs and opportunities, enabling more informed decisions and a more proactive approach to client engagement.
Over the past 11 years at Fidelity, Molly has held a variety of roles across London and Hong Kong spanning strategic relationship management, trading, capital markets and executive strategy. From supporting senior leadership in the CEO Office to leading insight-driven innovation today, her focus has consistently been on translating data, technology and strategic vision into measurable business outcomes.
At PIMFA's Consumer Duty + AI event, Molly will share her perspective on how firms can use data, analytics and emerging AI capabilities to generate better insights, support decision-making and build a stronger evidence base for customer outcomes.
Networking Lunch
Matthew Drage
Adrian Harvey
Greg B Davies
Hardy Michel
Gillian Hepburn
Becky Thompson
Angela Dean
Frank Brown
Philip Deeks
Molly Nickson
Square4 Consulting
Elephants Don't Forget
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