Professor Agarwal points to the figure of the Banshee in Irish tradition as a striking example.

They were mythical and the kind of form of spirit who were feeding on other people's sadness.

So in a way, they were taking away people's sadness and grief.

And these representations of women were created to give them comfort that it's OK to do so.

Now it has been used as a symbol of this monstrous, hideous women who are crying around.

They're very terrifying.

They're wailing and screaming and showing this excess of emotion, which was considered very unseemly for women.

In 2020, during the first COVID-19 lockdown, she and her two daughters embarked on a makeshift experiment.

How should established financial institutions really rethink the customer journey from onboarding through everyday transactions?

Sure, I can take that.

So, you know, so you're right.

For over a century, I think the branch or the bank was kind of the psychological anchor of banking, right? So if something went wrong, people had a physical place to go to.

Now, as those buildings disappear, the brick and mortar banks don't exist or have kind of gone down.

I think banks need to realize that digital trust is built through empathy.

They don't really need trust.

So how do you how do you how do you help reduce that frustration and anxiety?