James Edmonds is a director of consumerduty.com, specialising in Consumer Duty Four Outcome measurement. With nearly 20 years of experience in the financial services sector, James has built a strong reputation for interpreting FCA regulations to create compliant, yet innovative, customer engagement strategies. He launched Duty CX in 2024 to bridge the gap between Consumer Duty regulations and Customer Experience.

Over his career, James has worked with leading firms such as L&G, RSA, More Than, JUST, James Hay, and Nucleus. In addition to his role at consumerduty.com, James is involved in strategic growth and development at Investor in Customers (IIC) where he was formerly a director, and also works as a consultant at Lexden's CX Strategy Group, where he contributes to advancing customer experience strategies. James also works as a Vulnerability Consultant for MorganAsh, where he helps the businesses develop its core proposition. James has gained widespread recognition for his thought leadership in Consumer Duty and Customer Experience. His personal vulnerability story was the subject of a Money Marketing article, and his work on Consumer Duty featured in a Financial Times article.

In addition to his written contributions, James has been recognised for his work in Vulnerable Customer strategy, speaking at key industry events such as TISA’s Vulnerable Customer conference. His experiences with vulnerability continue to drive his passion for creating empathetic, customer-centric outcomes, using these insights to help businesses deliver meaningful experiences for their customers.