The study of decays in flavour physics has since long been acknowledged as a way to discover physics beyond the Standard Model. The energy scales that the experimental measurements are sensitive to are well beyond the direct searches for new phenomena at the LHC. In the past few years, a range of measurements in B meson decays are showing tantalising hints of New Physics. I will highlight the most important measurements on lepton universality and electroweak penguin decays, discuss the experimental challenges of these measurements, and outline how this could point towards New Physics models involving new vector bosons or leptoquarks.