Customer lifetime value (CLV) remains a crucial metric for financial services firms, guiding strategy to attract and retain customers amid rising competition from digital-first providers. A recent survey by Dynatrace, involving 300 IT leaders from financial services and banking institutions, highlights the accelerated pace of digital transformation, with 90% of respondents noting an increase in the past year and 26% expecting it to continue. However, this fast-paced change results in difficult trade-offs between speed, quality, and security, with over half of CIOs acknowledging compromises in these areas. The pressure is exacerbated by skill shortages, leading IT leaders to focus on automation and collaboration strategies. While 95% of CIOs support a DevSecOps culture to enhance transformation, adoption varies across sectors due to trust issues and collaboration barriers. The convergence of observability and security on AI-powered platforms is seen as essential for improving CLV by facilitating faster innovation and secure, seamless customer experiences.