I read Joel Oxman's article titled "Should More Banks Acquire UX Design Firms?" where he commented on Capital One's acquisition of Adaptive Path.
Joel made a very interesting point wondering why legacy service-oriented enterprises such as financial institutions, healthcare, transportation failed their customers in digital experiences while the airline industry made strides in offering engaging user experiences.
He attributed the financial services industry hesitation and slow response to "the lack of understanding and appreciation by financial institutions for the financial return on investment they can expect from improving the digital customer experience." He also said that "Banking executives will need both the intel and bravado necessary to respond to emerging challenges and affect broad changes."