Digital financial innovation has finally taken off, propelled by disruptors and incumbents racing to find ever new ways to serve digitally empowered customers. Yet innovating is hard, particularly in rigid and heavily regulated organizations like retail financial services firms. In this introductory report to our new research series on digital financial innovation, we detail how eBusiness executives at retail financial services firms should approach digital innovation and articulate its benefits to their colleagues. Digital innovation encompasses the full spectrum, from incremental to more experimental projects; what is common throughout is the relentless focus on delivering new value to customers.