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In this episode, we have the pleasure of having Eli Daniel Keren, Co-founder and head of strategy at P.F.C joining us. Eli tells us about his background, starting with studies in London and his entrepreneurial experience starting several ventures. How he got inspired and introduced to Fintech when he lived in New York right after the crash of Lehman Brothers and the following financial crisis. When he got back from New York he went around in Stockholm to pitch the idea of the company that we today call P.F.C. You will also hear us discuss with Eli about why Personalization is such a big thing in the future of banking.