Digital Banks Are Gaining Traction Among Italian Consumers

Just over a third of Italian online adults are interested in having an account with a digital-only bank, and one in 10 already have one, according to Forrester’s Financial Services Banking Survey, 2024. Better fees, ease of use, and better interest rates top the list of reasons why Italian online adults are interested. As Italian customers continue to shift to mobile apps to manage their finances and flock to digital banks to obtain better fees and rates, incumbents need to rethink how they demonstrate value to customers and create differentiated and seamless experiences. This is a snapshot of Forrester’s data on the drivers of consumer interest in having an account with a digital-only bank in Italy.