Customer Understanding Exchange (CUE) helps financial firms evidence that their customer communications are understood, as required under the FCA's Consumer Duty. The company combines AI-powered workflows with structured review frameworks, customer testing, and psycholinguistic insights to identify where comprehension breaks down and improve wording accordingly. CUE's approach produces a clear audit trail showing what was reviewed, what changed, and why, enabling firms to demonstrate regulatory compliance.
- Artificial Intelligence
- Financial Technology
- Regulatory & Compliance Technology
- Software Only
Funding
Founders
Product
Problem
Financial firms under the FCA's Consumer Duty must take reasonable steps to evidence that their customer communications are likely to be understood, yet many rely on assumption rather than proof. One-off testing is insufficient when firms do not monitor where customers continue to struggle, and building an evidence-based testing framework from scratch is difficult to scale. Standard research agencies are often expensive, fragmented, and slow, and many research approaches are not designed specifically for Consumer Duty or the level of auditability firms need.
Solution
CUE provides structured, auditable evidence of customer understanding in the communications firms create. The company combines data-led comprehension analysis, behavioural and psycholinguistic insights, target market testing, and clear regulatory framing to identify where misunderstanding may arise, improve wording and structure, and test whether customers understand what matters. CUE's AI-powered workflows with defined review frameworks deliver faster, more consistent, and more auditable results than traditional approaches. The outcome is customer-facing content that better supports understanding, plus a clear evidence trail showing what was reviewed, what changed, why it changed, and where further testing may be needed.
Target Audience
Primary customers are financial services firms—including manufacturers, distributors, and advisers—that need to evidence customer understanding in retail financial communications under Consumer Duty, particularly those operating in the UK and cross-border markets.
Features
- AI-powered workflows combined with defined review frameworks for faster, consistent, and auditable analysis
- Structured comprehension analysis that identifies where understanding breaks down due to long sentences, layered conditions, unfamiliar words, abstract wording, weak signposting, or unclear logic
- Calibrated virtual customer personas (Ben and Isabel) representing distinct UK retail investor segments with different comprehension profiles
- Target market testing with behavioural and psycholinguistic insights to validate understanding
- Methodology adaptable across multiple jurisdictions while maintaining consistent principles for cross-border compliance
- Evidence trail generation documenting reviews, changes, and rationale for governance-ready regulatory submissions