Trends Report

How US Consumers Research And Buy Checking Accounts, 2018

Family And Friends Strongly Influence Decisions, And Branches Still Dominate The Application Process

August 2nd, 2018
With contributors:
Benjamin Ensor , Piers Conway , Sam Bartlett


Checking accounts are one of the top-selling financial products in the US. But more importantly, checking accounts are central to a customer's relationship with their primary bank. To help digital teams win the checking account relationship, we surveyed US online adults to find out how they research and buy checking accounts. Digital banking executives need to lift their game and provide a faster digital account opening if they want more customers to apply online.

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