Banks dramatically underestimate how their customers share financial data, and most of it happens through insecure screen scraping that creates fraud vulnerabilities and slows performance. Shane McWilliams, Head of Retail Digital Banking at FIS, breaks down the three critical challenges separating thriving institutions from those being left behind: serving small and medium businesses as a central financial hub, enabling secure data sharing through APIs, and moving beyond product-centric thinking to build sticky customer relationships. McWilliams reveals that when he asks bank executives to guess what percentage of their customers are sharing data with third parties, "they're not even close" to reality. He explains how modern SMBs expect their banks to integrate everything from cash flow monitoring to accounting systems, why personalization needs to go beyond UX optimization, and how banks that orient around customer needs rather than products will win in today's competitive environment.