Current societal challenges related to retirement planning, healthcare systems’ evolution and environmental changes require households to pay a closer attention to their personal finances. This in turns calls for the associated industry to transform and scale. To do so, the personal finance industry could potentially leverage artificial intelligence tools for which there has been increasing levels of chatter. However, there is, to my knowledge, little consensus on whether or not those tools are appropriate given the challenges ahead. The literature review at the heart of this article first suggests that the stream of personal finance where transformation is more than needed is the one pertaining to investments, rather than the ones associated to loans, insurances or payments. Second, the productivity levers fueling the transformation of this branch are yet more driven, as of today, by simple digitalization notions rather by the usage of A.I. instruments. Over the next couple of years, more attention should thus be paid to use/business cases associated to investment products and the digitalization of their distribution chain.