Billy Williams (pictured) is head of digital at strategy agency, Distinction. The digital transformation taking place in the financial services sector – including all aspects of the mortgage market – is gaining momentum. The UK, which is fast becoming the fintech investment capital of Europe, is creating a healthy breeding ground for new and inspiring tech-based, financial solutions. Launching an innovative new service requires working in an innovative way – how can it offer an antidote to the industry norm when said service is constructed by adhering to it? This is a challenge within the financial services sector which is heavily governed by numerous time-consuming procedures.