The banking industry and other sectors have moved into the era of clients. Nowadays the client is in the centre of attention and efforts of any business present on the market. The most innovative market players, such as Uber or Airbnb, focus primarily on meeting consumers’ needs and solving their problems. Consequently, consumers have started to perceive special treatment, e.g. in the customer service process, as a standard practice. The era of clients means that offers should be designed to satisfy the genuine needs of clients, who, in turn, should be able to understand them and choose what is best for them with minimum time and effort. Only products and features that demonstrate practical usefulness to clients should be developed and offered on the market in the era of clients.