US Banking Customers Have An Appetite For Personalization

Forrester’s 2024 data shows that 69% of US online adults are interested in receiving overdraft alerts; 46% in a personal financial health score to help track and improve financial health; 46% in personalized financial product offers based on their financial situation; and 45% in personalized financial insights based on their spending patterns. With customer consent, personalization helps banks deliver the next best experience and drive engagement and loyalty. Banks should use context and technology to anticipate customer needs, engage customers proactively, and show that they know and care about their customers. This is a snapshot of our data on US consumers’ interest in personalized banking.