Savings accounts provide an important opportunity for banks and credit unions to cultivate meaningful relationships with their customers as they work toward their life’s biggest goals. To help digital teams secure the savings account relationship and win deposits, Forrester surveyed US online adults to find out how they research and buy savings 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 to attract more online account openings.