In the U.S., consumer demand for digital financial tools is driving innovation in open finance technologies. Eight in 10 Americans use fintech and nearly half of them manage their finances daily, highlighting the need for secure data access and sharing. Financial institutions are preparing for an open finance future by exploring new opportunities for growth, such as building API-based data connectivity, partnering with fintechs, and strengthening consumer data privacy and security. As the federal government works on new rules to strengthen consumer financial data rights, financial institutions can set a strategy for success by prioritizing consumer demand, embracing APIs, and ensuring secure data sharing.