Loyalty in banking isn't guaranteed. As fintechs redefine expectations, long-term customers in the United States are switching banks more freely. Traditional banks that fail to evolve risk losing trust, relationships, and relevance. Access our latest whitepaper "
Our survey research reveals:
- Tenure does not guarantee loyalty: While over half of customers have maintained extended relationships with their banks, nearly two-thirds have considered switching.
- Fragmentation is rising: 52% of customers now spread their banking products across multiple institutions.
- Consumers want more: 67% want loyalty points for saving, paying rent, or managing loans - not just credit card spending.
- Loyalty is broken: Only 24% of customers feel rewarded for their loyalty, while 48% receive no meaningful rewards.
- Flexibility matters: 54% prefer redeeming loyalty points across multiple programs or partners
This whitepaper unpacks the shifting loyalty landscape - and what banks must do to stay ahead. Inside you'll learn:
- Why loyalty must be earned - not assumed
- How banks can counter fragmentation and deepen engagement
- The new rules for rewards, flexibility, and customer trust
Get the insights you need to turn loyalty into a powerful growth driver.
