CreateFuture

The action gap is a tough challenge to solve, but the tools we have to bridge it are evolving fast. Once we understand the emotional and cognitive barriers stopping customers, we can look at how to actually deliver the solution. Simon Hull explores the shift from human-led to AI-driven experiences, breaking down a continuum of customer interaction that moves beyond the traditional website or app: 🤝 Human Augmentation: AI can strip away the admin load for advisors and relationship managers. This clears the deck for more of the empathetic, human conversations that digital tools can’t always replicate. 📱 Enhanced Digital: We can infuse existing platforms with AI to make them truly adaptive. This moves us toward experiences that change based on an individual's specific needs in real-time. 🤖 Agentic AI: This is the move toward autonomous, ‘all-seeing’ agents. Imagine a personal wealth manager for everyone - proactively taking action to drive the best outcomes without the customer having to prompt every step. The goal is to optimise the mix of human, digital, and AI, using the right mode of interaction at the right time to help people move forward.

We built an agentic AI architecture for iGaming in a single day. 🙌 Not a slide deck. Not a concept. A working proof of value, running on AWS Bedrock, handling real data. Built at an AWS hackathon in London by a team of five. 𝗧𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺: iGaming editorial teams are stuck in a manual loop. Something changes mid-event and someone has to research, rewrite and publish in real time. It's slow and it doesn't scale. 𝗧𝗵𝗲 𝗲𝘅𝗽𝗲𝗿𝘁 𝘁𝗲𝗮𝗺 (brought together by Hassan Peymani): Neha Prakash, Nick Callaghan, Jessie Zhu, Bryan Galvin and Tom Morley-Johnson 𝗧𝗵𝗲 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻: a configurable agentic pipeline that ingests market events, processes them through an AI agent, and queues the output for review before publishing. The same architecture works for translation, pricing analysis and live sports data. Link to the full story in the comments. 👇

97% of firms have Generative AI projects in flight. This figure, from DigiWealth 2026, shows how AI is impacting almost every financial organisation. Yet 12.5 million people in the UK are still under-saving. We've built the apps and calculators, but habits haven't changed: log in, check the balance, leave. The technology is there. The behaviour change isn't. The challenge is turning data into something people trust enough to act on. Reflecting on the key takeaways from the conference, Simon Hull explores how the industry can move past this "digital baseline" to help people make better financial choices: 🔹 With only 9% of the UK population receiving professional advice, AI can help firms deliver advice at scale and leverage the FCA's new Targeted Support framework. 🔹 With the Pensions Dashboard going live this October, providers need to be AI-ready to help members make sense of seeing all their pots in one place. 🔹 AI cannot give reliable guidance if it is reading messy data from legacy systems, so the firms that win will be those investing in structured data foundations today. 🔹 We need adaptive systems that offer a nudge during real-life changes, like a fluctuating income, rather than relying on a static annual statement. The tech to bridge this gap exists. The question is whether providers will build the foundations before the moment arrives. Read the full piece in the comments 👇

More engineers used to be the answer to every scaling question. Now it's the wrong question. AI changes what it means to scale. Teams are building more, faster. But the ones treating this as a headcount story are looking at it wrong. Instead, it's about whether your architecture, data strategy and product direction can keep up. Get those right and you scale cleanly. Get them wrong and you're just creating expensive mess. Our Director of Technology Daniel Llewellyn breaks down what needs to change. Find out how to scale smarter with AI 👇 link in comments

Behavioural science doesn't just help us understand why customers struggle to act — it gives us a practical toolkit for designing experiences that remove those barriers entirely. Our Director of Financial Services, Simon Hull, explains how: 😢 Emotional barriers: Personalised education paths and omni-channel experiences that blend digital convenience with real human empathy 🧠 Effort barriers: Cutting jargon, simplifying journeys, and using smart nudges to guide customers to the right action at the right time 💰 Economic barriers: Retirement visualisations and scenario planning tools that make the long-term tangible — so customers can truly see the value of acting today The right design doesn't push customers. It removes the friction standing in their way. Watch Simon's full breakdown 👇

Nobody's ever looked at their pension and felt a rush of excitement. But plenty of people have looked at it, felt overwhelmed, and closed the tab. 😵💫 That gap between knowing you should act and actually doing it is what Simon Hull calls the action gap. He explains the behaviour behind it using a framework called the Three Es: 😢 Emotion: Anxiety, the fear of getting it wrong, the mistrust 🧠 Effort: The cognitive load, even when the journey looks slick 💰 Economics: The pull of now vs the vagueness of later Watch Simon break it down below. Or read his latest blog on AI and customer experience in UK wealth and pensions. Link in the comments. 👇

The 2026 World Cup is a stress test. Are you ready? Hassan Peymani, our Head of iGaming, spoke to Infinity Gaming magazine (produced by Clever Duck Media and The International Gaming Awards) on what operators need to get right before the biggest betting moment of the decade, including: • Why experience beats breadth (and how attention is the real currency) • Why culture determines whether your technology succeeds or stalls • Why 2026 will separate the operators who are ready from those who aren't Full piece in the comments 👇

We won! 🙌 🥊 🏆 Four cloud providers went head-to-head in Manchester last week. AWS and CreateFuture walked away with the win! Martin MacDonald and Murray Black represented CreateFuture at the Battle of the Cloud Partners event, going head-to-head with teams from KPMG, AND Digital and Swamp Club in front of 40+ cloud practitioners. Their talk, Bedrock and Beyond, covered AWS Bedrock Agents and Bedrock AgentCore and the role agentic AI is playing in the SDLC today. The room voted. AWS and CreateFuture came out on top, bringing home the coveted pint mug! 🍺 Thank you to Tina H. for organising, to Lloyd Lowson from Morson Edge for sponsoring and for all the speakers for sharing such fantastic content.

This International Women’s Day, we’ve been thinking about this year’s theme: #GiveToGain The idea that when we give our time, support and advocacy to others, we create more opportunities for everyone. A few weeks ago, we heard some brilliant insights from the Scotland Women in Technology winners, and one message came through clearly. No one builds a career alone. We all need: - Mentors who challenge - Sponsors who advocate for you - Peers who remind you of your impact when imposter syndrome creeps in. That support can change the direction of a career. And when we invest in each other, the whole industry gets stronger. We captured the reflections and lessons shared by these brilliant women on building careers in Scottish tech. 👇 Read the full piece in the comments. Huge thanks to the speakers and winners who made the conversation so open and generous: Mari Currie Katarina Svistseva Julia Newell Katherine Leyland Sarah Burne James Silka Patel Sam Cave-Penney

43% of UK adults are under-saving for retirement Most UK properties are underinsured Less than 9% of adults receive regulated financial advice 29% of people feel excluded from the financial system altogether This is the Action Gap. The space between what people need to do and what actually happens. So what’s the role of financial services when so many people feel shut out or unsure where to start? Our Director of Financial Services, Simon Hull, explores the reality of the UK’s financial outlook. The numbers are clear, but the solution is complex. What are firms doing differently this year to move customers from under-saving to getting on track? Let us know in the comments 👇 Sources: DWP, Analysis of Future Pension Incomes 2025 RebuildCostASSESSMENT.com, 2025 FCA, Financial Lives 2024 Survey Plend, Financial Inclusion Report 2025