BMW Finance, Case Study

When Finance Isn’t the Product — Trust Is

BMW Finance brought Morris in to explore how digital platforms, automation, and evolving consumer identity were reshaping what clients expected from vehicle financing. His foresight sessions reframed the offering not as a transaction, but as a touchpoint in a longer, emotional relationship with autonomy, status, and self-direction.

Shift: From selling loans to designing trust into the journey of ownership, aspiration, and identity.

The result? A strategic repositioning of BMW Finance’s client experience roadmap to meet future drivers on their own terms.