James Edmonds

Background

About James Edmonds

James Edmonds is a leading advocate for improving customer outcomes and experiences in Financial Services. With deep expertise in Vulnerability, Consumer Duty, Customer Experience (CX), and regulatory strategy, his work focuses on helping firms to differentiate commercially by delivering fair, transparent, and supportive experiences – particularly for those who need it most. Having personally experienced periods of vulnerability, James understands first-hand the critical importance of empathy, clarity, and appropriate support. This personal perspective drives his professional mission: to ensure that vulnerability is not a disadvantage in financial services – but a prompt for better care and improved outcomes. James supports organisations across the sector in embedding good Vulnerability, Consumer Duty and CX practices into their culture and operations, with a focus on measurable, meaningful improvements – not just box-ticking. With nearly 20 years of CX and strategy experience, he’s held senior roles at firms including L&G, RSA, More Than, JUST, James Hay, and Nucleus, where he’s helped bridge the gap between regulation, insight, and commercial effectiveness. A respected industry spokesperson, James speaks regularly on vulnerability, CX, and Consumer Duty at major events including TISA’s Vulnerable Customer Conferences. His work has been featured in the Financial Times, FT Adviser, and Money Marketing, and he holds a leadership role at the Protect Association, where he contributes to cross-industry conversations on customer fairness and regulatory change. Outside of work, James lives in Brighton with his wife and young daughter. He enjoys travel, golf, running, and supports the commercial development of Steyning Town Football Club, his local team.