Innovation and regulation aren’t natural enemies. In fact, when you embrace the tension between the two, some of the most customer-centric innovations can emerge.
At SuperFi, we’ve learned that regulation doesn’t need to be a hindrance to creativity—it can be a compass. By deeply understanding the reasons behind regulations, you can identify where the hard lines are and, crucially, where you can get creative without crossing them.
Understand the 'Why' Behind the Rules
Regulation exists because of real customer harm or risk. Understanding this context not only helps you stay compliant but can unlock new ways to serve your customers better.
Take the example of APP (Authorised Push Payment) fraud, where customers are tricked into sending money to scammers. The regulatory requirement is clear: financial services must implement warnings when customers attempt to send funds to new or risky payees. Many organisations respond to this by adding a generic, cold warning screen just before the payment confirmation. At SuperFi, we challenged ourselves to do more. Rather than dropping a mandatory screen at the last step, we reframed it as an opportunity to support the user.
In our journey, the warning became an interactive step where the app addresses the user personally: “Nick, before you send this payment, let’s do a quick scam check together.” We explain the context behind the rule by highlighting how over £239 million was lost last year to scams, making the threat feel tangible. Then, rather than forcing a decision, we offer supportive tools like a double-check or a 24-hour pause, giving the customer both information and control. The difference is subtle but significant—transforming what feels like a restriction into a proactive, trust-building experience.
Learn from Monzo: Turning Regulation into a Feature
Monzo has long been known for transforming regulatory requirements into features that customers actually love. When Monzo detects a suspicious transaction, rather than simply blocking the payment and delivering a sterile message like “This payment has been flagged as potentially fraudulent and will not be processed until reviewed,” they use a tone that is empathetic and empowering. Their message might read: “Hold up! We noticed something unusual with this payment. We’ve paused it to keep your money safe while we double-check. If everything’s fine, you can approve it in seconds.”
That subtle repositioning—speaking like a human and reinforcing the customer’s sense of agency—means what could have been a frustrating moment becomes one where the customer feels protected.
At SuperFi: Turning Regulation into Experience Enhancers
We’ve seen first-hand at SuperFi how regulation can actually improve the customer experience when embraced early. In our cashback voucher journeys, for example, regulation requires us to display clear terms and conditions about how cashback earnings work. Instead of hiding this in fine print at the bottom of the screen, we brought it upfront through interactive explainers. When a user selects a voucher, they immediately see how the cashback works, with an invitation to learn more if they wish. We also visualised when the cashback would arrive, how it’s calculated, and what to do if it doesn’t appear. This transparency not only ticked the compliance box but also built trust and reduced customer queries, ultimately improving satisfaction.
How to Stay Creative in a Regulated World
One of the most effective ways to stay creative in a regulated space is to involve compliance teams early in the process. Rather than handing them a near-final product and waiting for the inevitable list of changes, we invite them into ideation sessions and early workshops. This creates a collaborative space where they can help spot risks while also exploring ways to innovate around them.
Another key principle is to always reframe regulation from the customer’s perspective. Instead of starting with “What does the regulation require?” we ask “What harm is this rule trying to protect the customer from?” This mindset allows us to design experiences that meet the spirit of the regulation while also delivering something valuable to the customer. Storytelling can also be powerful here—turning abstract rules into real customer scenarios. For instance, when our teams heard about Sarah, a customer who lost £2,000 to a fake investment ad, the urgency behind the fraud warnings we were designing became far more human and motivating.
Often, what feels like friction can be repositioned as a feature. At Monzo, freezing a payment isn’t just compliance—it’s a trust-building pause. At SuperFi, showing upfront explanations isn’t a legal necessity—it’s a way to increase confidence and reduce stress.
Lastly, we’ve found it’s important to prototype boldly and review early. Bringing rough ideas and user-tested flows to compliance teams in the early stages often unlocks more creative solutions than waiting until the product is ‘finished.’ When compliance sees the clear customer benefit, they’re more open to exploring new approaches.
Summary
Regulation is often a marker of where customers are most vulnerable. If you flip your perspective, it’s also where you can create the most impactful, trust-building experiences.
At SuperFi, we believe that the most creative teams aren’t those who dodge regulation—they’re the ones who embrace it as part of the design challenge.