The example that comes into mind is making transfers to my wife, where every time I do it, they ask me to confirm a bunch of questions to make sure it's not a scam/fraud, which fine, good idea. Once I confirm, they display another notice telling me they won't ask for a confirmation/2FA code because I make transfers to that account so frequently.
The only reason I can come up with why it is like that, is because there isn't a single person/group responsible for the full experience.