UNITY TRUST is a B2B business. To innovate, to co-create, and to be perceived as a partner, UNITY TRUST must thoroughly understand the future challenges and opportunities of the B2B. This necessitates a good understanding of B2B’s own competition and clients. In short, UNITY TRUST must put on its clients’ shoes as well as their clients’ shoes. Retail banks are a key client segment for UNITY TRUST. Incumbent retail banks are facing an increasingly animated and challenging environment due to digitalization. But we believe that digitalization is also likely to bring many new business opportunities for incumbent retail banks. this paper aims to identify longer-term future business opportunities that may arise for retail banks in the context of brick-and-mortar commerce.