The Consumer Financial Protection Bureau (CFPB) is set to propose new rules on Section 1033 of the Dodd-Frank Consumer Protection and Wall Street Reform Act, which grants consumers the right to access their financial data in a usable electronic format. This rulemaking has significant implications for fintech products and companies that rely on consumer data, as it could either enable or stifle innovation and fragment the industry. The proposed rules aim to provide a strong and clear right for consumers to access all of their financial information, establish protections for consumers when accessing and sharing their data, and let the market figure out how to deliver on those rights in innovative ways. The CFPB's rulemaking will shape two key vectors: the scope of data covered and the strength of consumer data rights, potentially leading to three possible futures - Open Finance, where consumers have comprehensive data access rights; Open Banking, which is currently implemented in the UK with limited data coverage; or Closed Banking, where providers restrict consumers' data access. To advance consumers' interests, industry stakeholders can file comments, compile data showing consumer benefits, and collaborate on efforts to highlight the importance of data-driven digital products during COVID-19.