Arizona Tribune - Apiture Study Identifies Consumers' Top Motivators for Switching to Community Financial Institutions

According to the study, top factors for large bank customers to switch to a smaller provider include better interest rates (54%), lower fees (49%), and more personalized and responsive customer service (28%).

As community financial institutions continue to compete with national banks, the report notes the growing importance of digital banking, with 63% of consumers agreeing that their financial institution's digital banking capabilities are more important day-to-day than physical capabilities, such as branch locations. While this is particularly true for Gen Z (72%) and millennials (67%), a majority of older consumers have also embraced digital, with 65% of Gen X and 57% of boomers stating that digital channels are more important than physical capabilities.

Additional findings include:

• Switching motivators differ by generation: Traditional incentives resonate with older consumers, such as lower fees (54% of Gen X) and access to nearby branches (50% of boomers), whereas Gen Z prioritizes personalized digital experiences (33%) and authentic, ethical practices (28%).

• Interest rates drive consideration: Across age groups, better interest rates are the top motivator for switching to a smaller financial institution, cited by 54% of respondents.

• Always-on digital banking and exceptional customer service are key: Online and mobile banking availability (52%) and exceptional customer service (51%) rank highly as motivators for consumers when selecting a financial institution.

• Branch strategies should be evaluated: Consumers would rather have 24/7 customer support (34%) and a modern, easy-to-use mobile app (30%), than a physical branch location.

"Community institutions have a unique opportunity to attract a diverse range of customers by focusing on a mix of digital and strategic in-person offerings that align with consumers' values," said Chris Cox, COO of Apiture. "Our study underscores the value consumers place on highly personalized, authentic, and accessible banking options, which community banks and credit unions are well-positioned to provide."

For strategies on how financial institutions can attract and serve customers of all generations, download Battling the Big 4 Banks: Strategies for Community Institutions to Win Across Generations here.

About Apiture:

Apiture delivers award-winning digital banking solutions to banks and credit unions throughout the U.S. Our flexible, highly configurable solutions meet a wide range of financial institutions' needs, from leveling the playing field with larger institutions to supporting growth through innovative data intelligence and embedded banking strategies. With our API-first approach, our clients can maximize the capabilities of their platform while preserving a seamless user experience. Our exclusive focus on digital banking, and a team with hundreds of years of collective experience working at U.S. financial institutions, means we're dedicated to meeting the unique needs of our clients while providing a level of support that's unmatched in the industry. Apiture is headquartered in Wilmington, North Carolina, with offices in Austin, Texas. To learn more, visit www.apiture.com and follow Apiture on LinkedIn.

Media Contact:

Derrius Rodgers
Caliber Corporate Advisers
[email protected]

SOURCE: Apiture

M.King--AT