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Formerly WebStrategies, Inc.

Beyond Assumptions: New Data on How Consumers Choose Their Next FI.

New research among 1,000 consumers identifies the digital expectations and value drivers that will define member growth in 2026. Download the report to see the 40+ charts reshaping the industry, and watch the replay of our Strategy Webinar below where we break down the key learnings.
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Speakers: Chris Leone, Kristin Harrison

Watch the Replay: 2026 Consumer Banking Preferences Webinar

How consumers choose financial institutions in 2026 and what credit unions and community banks can do to win more members.

In this on-demand session, Geear (formerly WebStrategies) breaks down highlights from the 2026 Consumer Preferences & Banking Behavior Study. Fresh survey insights designed for credit unions and community-based financial institutions.

You’ll hear what’s changing in online search, LLM/AI discovery (ChatGPT, Gemini, Claude), mobile banking expectations, and how neobanks are reshaping consumer behavior across age groups.

Don’t have the report yet? Download the 2026 Consumer Banking Report

What you’ll learn (quick takeaways)
  • Online-only bank adoption is rising even among 45+ consumers (a meaningful jump vs. the 2022 study).
  • Search is still the #1 way consumers research financial institutions, but LLMs are now a major research path for under-45 audiences.
  • Younger consumers want AI in the banking journey (from AI assistants to fraud prevention), while older consumers are more cautious.
  • Mobile apps are overtaking branches as a top loan channel for under-45 consumers. Turning the app into a real revenue channel, not just a service feature.
  • A clear perception gap: under-45 non–credit union members often don’t view credit unions as “best” at key categories. Yet under-45 members who use a credit union as their primary FI rate credit unions highly.
  • Online reviews and mobile experience are major decision factors that can attract—or repel—under-45 consumers.
Why this matters for credit unions and community banks

Consumers are comparing your experience to neobanks like Wealthfront, SoFi, Chime, and Robinhood, especially around speed, usability, and mobile-first convenience. This replay helps you translate consumer preference data into practical marketing and experience priorities: where to show up, what to message, and what to improve so you can compete against big banks and tech-first financial platforms.

About Geear

We are a performance marketing agency helping community-based financial institutions punch above their weight.

✅ Partnered with over 120 Credit Unions & Banks

✅ HubSpot Diamond Partner

✅ 45 team members strong

✅ SOC2 Type II Compliant


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Speak to our team

Interested in finding our how the team at Geear can help your Credit Union or Community Bank reach their goals? Contact us below.

"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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