Explore the data, trends, and takeaways shaping the future of finance.
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Banking in 2025 is at a crossroads. While most consumers still rely on traditional banks, expectations are rapidly evolving—driven by financial stress, digital fluency, and rising demand for personalization.
Fintech usage is up, trust is shifting, and nearly 1 in 5 Americans are open to switching banks in search of a better fit. At the same time, human connection remains critical, with features like phone support playing a surprising role in customer loyalty.
This report unpacks the findings from our national survey of 1,000 banking U.S. consumers and introduces four emerging customer segments shaping the future of banking.
This report goes beyond surface-level stats to unpack how Americans really bank in 2025—and what that means for financial institutions trying to keep up.
Drawing on responses from 1,000 U.S. consumers, we explore what’s changed, what’s stayed the same, and where banks and fintechs must focus next.
Inside, you’ll find:
Banking’s Current Landscape: A look at where traditional banks and fintechs stand today—and how consumer trust and usage are shifting.
Winning & Keeping Customers: What drives satisfaction, loyalty, and the likelihood to switch banks.
Digital vs. In-Person Banking: How people prefer to manage their finances, and where human interaction still matters.
AI in Banking: Are consumers ready? Who’s already on board? And what kinds of tools spark interest or hesitation?
Financial Support & Services: Where people turn for advice, guidance, and tools—from apps to advisors.
Customer Profiles: Four unique banking personas that reveal the motivations, needs, and pain points behind consumer decisions.
Whether you’re refining a product roadmap, improving customer experience, or navigating digital transformation, this report gives you the insights to move forward with clarity.
