Yesterday I followed Lord Currie's keynote speech at the Reputation in Financial Services Conference 2010, in London, with some reflections on Trust in Financial Services.

I've talked frequently on this blog about banking and how financial services companies should be engaging with their specific customer groups rather than broadcasting to the masses (see Engaging with the Web 2.0 consumer or Just how special and different are financial services brands?).We saw First Direct making a foray into the space when it started to externalise its social media commentary through First Direct Live. That was a confident move for a brand that knows it is good at service.