The loyalty loop is closing
In 2018, a quarter of Americans opened new checking accounts directly with their existing bank. By 2025, that number has fallen to just 4%.
Consumers today are more digital, less loyal, and far more deliberate about where they bank. AI, mobile, and new intermediaries are rewriting the consumer decision journey — putting greater weight on awareness, precision targeting, and seamless, personalized engagement.
Banks that win in this environment will be those that embed AI into customer journeys, anticipate needs, and make every interaction frictionless — no matter the channel.
Source: https://www.mckinsey.com/industries/financial-services/our-insights/global-banking-annual-review
