PSD2 (the Second Payment Services Directive) poses a substantial risk to banks’ traditional ap-proach to cross-selling and retaining customer relationships, including the ability to design the user experience. Whether this is a threat or an opportunity depends on how banks deal with it. This banking specific case study provides important cross-promotion strategies that can be applied by pricers in multiple industries. This article was originally published on internationalbanker.com in March 2018 and is reprinted here with permission.