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Formerly WebStrategies, Inc.

2026 Consumer Banking Report: What’s Really Driving Members to Choose (and Switch) Their Financial Institution

The first look at the shifts reshaping how consumers choose their bank or credit union. From AI expectations to digital experience deal-breakers, this year’s findings reveal patterns that will redefine member growth strategies in 2026 and beyond.
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Be the First to Access Insights That Challenge Industry Assumptions

We surveyed over 1,000 consumers across the U.S. to understand:

  • What motivates people to switch PFIs
  • How fintechs are influencing expectations
  • Which digital experiences create trust — and which instantly break it
  • What younger consumers value now (hint: it’s shifted dramatically since 2022)
  • Which institutions are actually winning on service, fees, mobile experience & accessibility

These aren’t guesses, they’re data-backed insights designed for credit union marketers, executives, and boards.

 

This report uncovers answers to questions credit unions are asking right now:

  • What’s causing younger consumers to abandon traditional PFIs and what brings them back?
  • Why online banks are closing the gap on service perception even for CU loyalists.
  • Which digital flaws instantly disqualify a credit union for consumers under 45.
  • How AI is reshaping early-stage research, even before consumers visit your site.
  • What value drivers actually influence switching and which ones no longer matter.

Pre-Register for Early Access

Get the full Consumer Banking Preferences & Behavior Report the moment it’s released in January 2026.

"This survey inspired conversation with our leadership team about continuously being better at what we do.  It helped us look deeper into understanding what we need to be good at for the emerging consumer market.  We cannot continue to rest on our laurels of providing great member service, we have to also care about the digital experience, especially with the emergence of online only banks increasing market share."

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—Robert Einstein

CEO & President | UMe Credit Union

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