With UK consumer confidence increasing, competition among banks is stronger than ever. Austerity has left consumers cautious, while 24/7 banking has given more access and control over personal finance. But what do people want, and how can banks entice them to switch?

Trōv is aiming to make insurance more appealing to Gen Yers by ditching complicated policies, instead providing simple and flexible protection through an easy-to-use app. But can it win over a generation of consumers who still see coverage as an optional extra rather than a necessity?

As branches close and an increasing number of consumers use app-based finance services, high street banks are at a crossroads, with online alternatives set to further shake things up. Atom is a digital-only bank with a range of consumer and business accounts, but can it take digital banking nuclear?

Digital financial app Mondo has been granted a UK banking licence, allowing it to offer the same range of services as traditional high street banks. Despite this, the company has decided to stick to its core product, focusing exclusively on online current accounts.