Before we get to era when a bank will be a single computer driven by market and tech trained AI, there are a few steps on the way we should give a moment to. Technology today provides possibility to offer much more individual approach to customers, but we don’t see much in practice, yet. Personalized banking isn’t just customized user interface on mobile and internet banking. There must be personalized product offer with it to create absolute unique customer experience. In this journey the main obstacle was regulation. But is technology ready to support it? How long banks can wait before Big tech come into game with their own personalized banking solutions and take the lead?