The COVID-19 pandemic exposed and magnified challenges that already existed in the financial industry, which as sparked many new trends in the fin-tech world. The globalization and digitization of the economy is growing at a faster rate than every before and each year that rate increase drastically. Many firms are struggling to maintain an added value position due to lack of technology integration, out-dated client experiences and lack of trust due to the collapse of the financial market in 2008. We have seen a set of new trends and challenges in an industry that is increasingly commoditized, and investors focused so intently on cost, financial institutions will look to create more differentiated products and focus on delivering better experiences. Furthermore, 2022 sees the peak of the fund industry as technology continues to improve and reduce costs, use of direct indexation, fractional shares and overlays to customize portfolios will allow for improved tax efficiency, customized ESG overlays, and low-cost thematic baskets, thus accelerating the mutual fund’s path towards obsolescence.