It descrbes IBS as ‘a rgorously scientific test-and-learn methodology thathas enabled us to excel at product innovation, marketing and risk management –the essentials of success in consumer fnancial services’. For customers it is able tooffer fnancial solutons that are tailored to indvidual customers’ needs. t does thisthrough mass-customzation: offerng different rates and fees structures to differentcustomers dependng on ther risk status.