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. Although digital platforms play a significant role, physical branches continue to be influential. Improving the digital experience throughout the customer’s research and purchasing journey is essential for digital banking executives who want customers to open a checking account online.