About Jon
Jon Ruston is an Insights Director specialising in SME and business banking. He spearheads research that helps financial institutions navigate an ever-changing financial services landscape, identifying opportunities and turning them into competitive advantages. Leading large-scale quantitative studies, he converts complex data into clear, actionable recommendations for senior stakeholders.
Jon regularly writes about competitive differentiation, customer experience, product and proposition strategy, the evolving needs of small and mid-sized businesses, and the future of SME and business banking. His content focuses on turning Voice of Customer insights into practical, commercially relevant actions that drive growth, strengthen relationships, and sharpen market positioning in a dynamic, fast-evolving landscape.
