PSD2 and the UK’s Open Banking Standard herald big changes for banking, and the eventual remaking of this financial sector will be a big lesson for insurers and other financial product providers. The new regulation and standard open the floodgates for new market entrants who will raise the bar for a brand to attract, keep, and legitimately deliver greater value to customers as they own core competencies more aligned to thrive in an ecosystem era. 
These new market dynamics will force incumbent financial services organizations to develop new inbound and outbound integrated services. This paper explores the long-term implications for organizations and the building blocks needed to win in the ecosystem world.