Summary
US banks can make their websites "stickier" by adding the types of tools that consumers use to manage their finances. The channels that consumers use for personal finance management (PFM) vary according to wealth; wealthier consumers are least likely to use PFM tools on their primary bank's website. Those using PFM tools on non-bank sites demonstrate their lack of trust in and/or need to use their primary bank's website. But nearly one in three PFM users who engage with non-bank sites would like their primary bank to offer comparable features.
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