James Edmonds is the Managing Director of Duty CX, Director at consumerduty.com, Commercial Director at Investor in Customers and Steyning Town Football Club, and a Global CX Consultant at Lexden CX.He started Duty CX in 2024 to help companies in Financial Services with their Consumer Duty needs, and to help in bridging the gap between the Duty and Customer Experience.James originally joined IIC to evolve its commercial offering, including the addition of a proposition focused solely on the FCA’s Consumer Duty legislation, wile also delivering Customer Experience (CX) and insight engagements for IIC’s clients. Today, he continues to work for IIC assisting in growth and strategic development.He has operated in CX and Strategy roles primarily in Financial Services for nearly 20 years. Having worked at L&G, RSA, More Than, JUST, James Hay and Nucleus, James has a wealth of experience. In more recent years, James has developed a specialism in interpretation of FCA regulation, enabling businesses to be both compliant, and to differentiate themselves via exciting approaches.James’ work on Vulnerable Customer strategy has received external recognition, speaking at events on many occasions, including TISA’s Vulnerable Customer conference. Having experienced personal periods of vulnerability, James uses his experiences with service providers in these times as a professional motivator, and to help focus clients on the importance of striving to provide empathetic outcomes for their customers. James' approach to Consumer Duty, and James’ personal story featured in an FT Adviser article in 2022, and he has written in various other publications regarding CX, Insight, and Vulnerability.James lives in Brighton with his wife and young daughter, and enjoys travel, golf, running, and spending time with family and friends, as well as working on the commercial development of his old football club, Steyning Town.