Jessica Rog
Head of Segment Value Propositions Private Banking & Wealth Management, Rabobank
Pre-event interview
This is a pre-event interview in the run-up to the Leaders in Finance Wealth Management Event 2026 on 9 April 2026
Dear Jessica could you please introduce yourself and tell us more about what you do at Rabobank Private Banking?
Thank you very much for the invitation; I am greatly looking forward to the event.
My name is Jessica Rog, and I am the Head of Segment Value Proposition, Private Banking & Wealth Management at Rabobank. In this role, I am responsible for shaping the strategy and proposition development for our mass affluent, private banking, and wealth management clients.
Together with my team, ranging from data analysts to proposition managers, we look at the full client journey. We work continuously to enhance the experience: from creating relevant and meaningful products to improving the quality of advice and service. Ultimately, our ambition is to build a wealth proposition that feels personal, seamless, and aligned with the evolving expectations of today’s clients.
My generation expects a truly seamless digital experience, not as a nice-to-have, but as a baseline. Digital and personal elements should blend effortlessly: intuitive self-service combined with advice that feels human, expert, and deeply relevant.
We also place more emphasis on values‑based investing. It is not just about returns; it is about ensuring that your wealth aligns with your beliefs, whether those relate to sustainability, impact, or long-term societal value.
Another major shift is the growing number of wealthy women, particularly younger and more financially independent women. They often have different financial behaviours, risk perceptions, and goals, and they expect a more empathetic and tailored approach.
And finally, this generation is far more comfortable with the idea that data can be used to make life easier. They expect personalisation, but delivered responsibly, transparently, and with clear benefit.
Do younger clients still value guidance? How is the balance evolving?
Absolutely, they still value advice, but only when it adds something that cannot be found elsewhere. When someone inherits wealth or experiences a major life event, the need for human reassurance and expertise remains very real. But it must go beyond what they can learn from ChatGPT, YouTube, or their first steps on platforms such as DeGiro.
The role of the adviser is evolving:
- They need to offer specialist, high‑quality insights.
- They must understand and reflect the client’s values, beliefs, and life goals.
- And they must support a client who wants to remain in control, not hand over control.
So the model becomes more of a co‑pilot approach: autonomy where it makes sense, combined with a trusted human expert when it matters most.
Is this shift recognisable in your own life—thinking less in products and more in goals or life moments?
Definitely. You see this shift globally, for example, in the United States with the rise of goal‑based investing. People do not think in terms of products; they think in terms of life outcomes.
Questions like:
- “How can I retire earlier?”
- “How do I support my children in their studies?”
- “Can I buy that second home in Spain?”
No one wakes up thinking, “I need a mortgage,” or “I should open an investment account.” Products are simply the tools that help people achieve the things they truly care about. Designing wealth management around these moments makes it far more human and intuitive.
If wealth management were truly designed around outcomes, what would success look like for your generation?
Success goes beyond financial returns. It means having a wealth strategy that truly reflects who you are, your identity, values, and priorities. It shows up in your portfolio choices, but also in areas such as philanthropy, sustainability, and impact investing.
For my generation, success is feeling:
- informed and in control,
- supported by trustworthy experts, and
- confident that your wealth is contributing to the life, and world, you want to build.
I am very much looking forward to connecting with peers, exchanging insights, and sparring about the future of our industry. Events like these are valuable because they bring together people who are working on similar challenges, from digitisation to personalisation to shifting client expectations. And I always leave inspired by the conversations and the fresh perspectives.
Uniting the financial sector by discussing pressing topics and enhancing cooperation. That’s what we love to do at Leaders in Finance. By listening, learning, and connecting with others, we accelerate the sharing of ideas, thus powering (upcoming) leaders and organizations to shape the future of financial services.
Each part of the Leaders in Finance Group – Podcasts, Events, Lunches, Academy – has its unique approach. Want to explore how we can benefit your organizational goals? We’re happy to meet and discuss opportunities.