Customer relationships with financial services providers shifted as a result of COVID-19, most notably in terms of data sharing. While emerging privacy consciousness obliges firms to protect client data, customers also want personalization. Most metro Indian online adults are willing to share personal data with financial services providers in exchange for value. Financial services firms can analyze this data to make informed decisions, rethink IT investments, automate internal processes, and sharpen their focus on personalized offers in their effort to better cater to customer expectations and improve their overall brand experience. This is a snapshot of Forrester’s data on Indians’ personalization preferences.