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Simplicity, Trust and Security: How Financial Services Are Evolving
August 2026/EliteXPress/ – We spoke with Agnieška Voronovič-Giliunienė, Head of Payments Division at WALLETTO, about the changing expectations of businesses, the growing importance of trust, and the trends that will shape financial services in the coming years.
“The real value lies in making everyday financial operations simpler, faster and more intuitive.”
Businesses Expect Simplicity, Not More Products
According to Agnieška, businesses today are less interested in the number of services available and more focused on how effectively those services support their daily operations. Fast onboarding, reliable payments and intuitive digital tools have become standard expectations rather than competitive advantages.
“At WALLETTO, we see that businesses are no longer looking for more financial products, they’re looking for greater simplicity. Our focus is on simplifying everyday financial operations so companies can spend less time on administration and more time growing their business,” says Agnieška.
Technology Matters, but People Matter More
While digitalization continues to transform financial services, Agnieška notes that technology alone is not enough.
“Routine processes can be automated, but businesses still value direct access to knowledgeable specialists who understand their situation and can provide practical support when something unexpected happens.” Financial services remain an industry built on trust, and human expertise continues to play a central role alongside technological innovation.
Digital Businesses Are Setting New Standards
Companies that operate online are shaping expectations across the industry. They expect fast, borderless and seamless financial services that integrate naturally into their daily operations.
Another trend is simplification. Rather than working with numerous providers, many businesses are looking for ways to streamline financial operations and reduce unnecessary complexity so they can dedicate more time to growth.
The broader market reflects this shift. According to the Bank of Lithuania’s 2025 Payments Survey, 74% of residents say they usually pay for purchases by card or other electronic payment methods, although 98% still use cash at least occasionally. The findings suggest that while digital payments have become the preferred option for everyday transactions, cash continues to play an important complementary role.
The payments sector itself also continues to expand. In 2025, Lithuanian payment institutions and electronic money institutions processed €166.3 billion in payment transactions, an 8% increase compared with the previous year. Revenue from licensed activities grew by 14%, highlighting the continued development of Lithuania’s payments ecosystem.
WALLETTO is seeing the same shift in customer expectations and continues to evolve alongside the market. By expanding features such as one-click cross-border card top-ups, Apple Pay and Google Pay integration, and enhancing its recently redesigned internet banking platform, the company aims to provide a smoother, more intuitive experience that reflects how customers increasingly expect to manage their finances today
Security Is Becoming More Complex
One of the biggest challenges for the coming years will be fraud prevention. While protecting customer funds is already a fundamental responsibility across the industry, fraud itself is becoming increasingly sophisticated.
Artificial intelligence, social engineering and identity theft are creating new risks for businesses. Agnieška emphasizes that both fraudsters and financial institutions continue to adapt and innovate. As fraud detection improves, so do fraudsters’ methods – making customer awareness an essential part of staying protected. Understanding when to question suspicious requests and how to respond is becoming an essential part of digital security.
“Beyond security, businesses will expect services to become almost invisible. Payments should move instantly be borderless, onboarding should become significantly faster and financial services should integrate naturally into business operations without creating unnecessary administrative work.”
The Future Will Be Defined by Trust
As customer expectations continue to evolve, WALLETTO is also investing in improving the overall user experience. The company has recently introduced a redesigned internet banking interface, launched mobile application as well as online onboarding, aimed at making everyday financial management even more intuitive and efficient. It is another step in WALLETTO’s ongoing commitment to developing solutions that evolve alongside the needs of modern businesses.
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