Trust, Fraud and Customer Experience in the Digital Age: 5 Key Insights

Trust is now one of the most valuable commercial assets an organisation can build - and one of the easiest to lose. In Atomic.io’s webinar Trust, Fraud and Customer Experience in the Digital Age, CEO Jo Haanstra was joined by Julia Jack (Kiwibank), Mark Hand (former CEO, ANZ Australia Division) and Sally Bruce (ex-NAB, Macquarie and Culture Amp) to explore a pressing reality: customers expect seamless digital experiences, but they also expect to feel protected.

As fraud rises and confidence erodes, the brands that win will treat security not as a back-end control, but as a front-line customer experience. As a secure in-app messaging platform, Atomic.io enables organisations to deliver personalised, action-based messaging inside authenticated app environments,  where interactions feel safer than links in emails or SMS.

▶️ Watch the full webinar below to explore the discussion in depth

Trust as a Commercial Growth Driver

Trust is no longer just a brand attribute, it’s measurable and directly linked to conversion, retention, product adoption, and lifetime value. Mark Hand shared how, during the GFC, depositors fled to the perceived safety of major banks almost overnight, reinforcing that in moments of uncertainty, trust dictates behaviour. Sally Bruce also highlighted how trust can accelerate “time to yes”, citing Culture Amp’s Trust Centre as a practical enabler in the buying journey -  proving security standards early to remove friction later.

The Trust–Friction Trade-off

Friction isn’t always bad — it can be reassuring when it’s proportional and well-designed. Julia Jack shared a Kiwibank example where well-intentioned “early comms” about new payment protections backfired because customers weren’t in the moment and the message felt overly “marketed”. When those same protections appeared contextually in-app, customers understood the intent and satisfaction increased. The takeaway: customers accept security steps when they’re risk-based, timely, and clearly explained.

Evolving Customer Expectations Around Fraud

Expectations have shifted decisively toward institutional responsibility. Even when scams originate outside a bank’s ecosystem, the “pain” lands at the account level — so customers expect protection and, increasingly, reimbursement. The panel noted regulators and dispute bodies are leaning this way, reinforcing a zero-tolerance mindset. Fraud protection is becoming a decision factor, not a hygiene factor, with consumers actively choosing providers based on how safe they feel.

Designing Fraud Prevention as a Customer Experience

Fraud prevention is a series of customer moments: alerts, authentication, delays, and notifications can either build confidence or erode it. Sally described putting the CISO on the product leadership team, shifting security from a “risk tax” to a design input from day one. Julia reinforced “secure by design” as a cross-functional discipline, with ongoing testing and iteration to ensure friction stays aligned to real risk. Mark added that in-app environments feel inherently safer than links in messages - a clear case for secure, authenticated channels.

Building Trust without Adding Friction

Trust is a relationship built through consistency, competence, and empathy. Drawing on Rachel Botsman’s work, Sally framed trust as a “confident relationship with the unknown”, shaped by capability (competence, reliability) and character (integrity, empathy). Julia and Mark emphasised empowerment: giving customers more control over security preferences within guardrails can reduce frustration while maintaining protection. Ultimately, the winners will be organisations designing smarter, more contextual security - supported by trusted in-app communication that keeps customers informed, calm, and in control.

▶️ Watch the full webinar below to explore the discussion in depth