[{"data":1,"prerenderedAt":816},["ShallowReactive",2],{"insight-digital-banking-fintech-trends":3},{"page":4,"related":760,"index":814},{"id":5,"published":6,"lastPublished":6,"title":7,"slug":8,"thumbnail":9,"date":10,"author":26,"categories":33,"contributors":42,"content":43,"thumbnailStyle":10,"schemaTypes":753,"schemaCustom":754,"faqs":10,"seo":755},"MJ72S6_iQ76DUDGEnAuL4w","2026-11-12T14:38:22+00:00","Digital Banking and Fintech Trends 2027: Six Shifts Marketers Should Plan For","digital-banking-fintech-trends",{"alt":10,"title":10,"focalPoint":11,"width":13,"height":14,"thumbnail":15,"small":16,"medium":17,"responsiveImage":18},null,{"x":12,"y":12},0.5,1680,858,"https://www.datocms-assets.com/151374/1794493997-digital-banking-and-fintech-outlook.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1794493997-digital-banking-and-fintech-outlook.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1794493997-digital-banking-and-fintech-outlook.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":19,"webpSrcSet":20,"sizes":21,"src":22,"width":13,"height":14,"aspectRatio":23,"alt":10,"title":10,"base64":24,"bgColor":25},"https://www.datocms-assets.com/151374/1794493997-digital-banking-and-fintech-outlook.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 420w,https://www.datocms-assets.com/151374/1794493997-digital-banking-and-fintech-outlook.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 840w,https://www.datocms-assets.com/151374/1794493997-digital-banking-and-fintech-outlook.png?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 1260w,https://www.datocms-assets.com/151374/1794493997-digital-banking-and-fintech-outlook.png?auto=format&fit=max&h=2440&q=85&w=2440 1680w","","(max-width: 1680px) 100vw, 1680px","https://www.datocms-assets.com/151374/1794493997-digital-banking-and-fintech-outlook.png?auto=format&fit=max&h=2440&q=85&w=2440",1.9580419580419581,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgNBg8NFAgNDQ0NEg0NDQ0NFRsNFg4NFxUnGBYTFiEaHysjGh0oHRUWJTUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHA0KHDsdFhw7NS8vLy8vNS8vLy8vLzUvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA0AGAMBIgACEQEDEQH/xAAZAAABBQAAAAAAAAAAAAAAAAAEAAECAwb/xAAaEAACAgMAAAAAAAAAAAAAAAAAAwERAhIT/8QAFgEAAwAAAAAAAAAAAAAAAAAAAQQG/8QAHBEAAQMFAAAAAAAAAAAAAAAAAAMSMQECBBEh/9oADAMBAAIRAxEAPwDfMZNA/SdgpmEUD6RZL49ybYBTRetk0MSXjFCElKpugHD/2Q==","#cce561",{"id":27,"slug":28,"name":29,"photo":30,"role":32},"P4b4Y34NQqapnOCHtjqtBg","kelsey-bailey","Kelsey Bailey",{"src":31},"https://www.datocms-assets.com/151374/1791394903-kelsey-bailey.png?auto=format&fit=max&h=300&q=85&w=300","Marketing Manager",[34,38],{"id":35,"slug":36,"title":37},"B0y1WBnOS32UYm7_kNLcPQ","trends","Trends",{"id":39,"slug":40,"title":41},"DdmYL6JDTCeZK6CkPSX1eg","measurement","Measurement",[],{"value":44,"blocks":583},{"schema":45,"document":46},"dast",{"type":47,"children":48},"root",[49,55,61,120,157,160,166,179,208,212,214,245,249,253,257,259,264,268,270,310,314,334,338,342,346,382,384,388,416,420,433,437,441,488,492,496,517,529,533,537,543,547,552,556,561,565,570,574,579],{"type":50,"children":51},"paragraph",[52],{"type":53,"value":54},"span","Your customers are no longer picking one bank and staying put. They are spreading money across several providers, researching before they ever visit a bank's website, and judging brands on how they handle the moments that matter. That shift changes how digital banks and fintechs earn and keep customers in 2027. This guide pulls together loyalty, traffic, and trust data to show the six trends shaping digital banking and what brands can do about them.",{"type":50,"children":56},[57],{"type":53,"marks":58,"value":60},[59],"strong","Six trends defining digital banking heading into 2027",{"type":62,"style":63,"children":64},"list","bulleted",[65,75,84,93,102,111],{"type":66,"children":67},"listItem",[68],{"type":50,"children":69},[70,73],{"type":53,"marks":71,"value":72},[59],"Customers spread money across banks instead of switching.",{"type":53,"value":74}," 20% of retail bank customers moved money away from their primary bank in the past three months, up from 17% a year earlier, and the average checking customer holds three deposit accounts.",{"type":66,"children":76},[77],{"type":50,"children":78},[79,82],{"type":53,"marks":80,"value":81},[59],"Customers decide before they visit.",{"type":53,"value":83}," Challengers get far less direct traffic than incumbents, with about 54% of Chime's and 34% of SoFi's U.S. web visits direct versus roughly 71% for Chase and 73% for Ally, so what third parties say about them matters more before a customer reaches their site.",{"type":66,"children":85},[86],{"type":50,"children":87},[88,91],{"type":53,"marks":89,"value":90},[59],"Websites have two jobs.",{"type":53,"value":92}," Nearly a quarter of SoFi's U.S. web visits came from affiliate partners, so many visitors arrive already comparing. Acquisition pages and servicing pages need separate benchmarks.",{"type":66,"children":94},[95],{"type":50,"children":96},[97,100],{"type":53,"marks":98,"value":99},[59],"Trust and service quality set the pace.",{"type":53,"value":101}," J.D. Power scored online banks 674 and neobanks 622 on checking satisfaction, and 81% of consumers in TD Bank's survey preferred some human involvement when calling their bank.",{"type":66,"children":103},[104],{"type":50,"children":105},[106,109],{"type":53,"marks":107,"value":108},[59],"AI assistants increasingly shape the shortlist.",{"type":53,"value":110}," About half of banked U.S. internet users in Mintel's survey had used AI tools to help choose a financial product, and Forrester expects 40% of banks to launch AI assistants.",{"type":66,"children":112},[113],{"type":50,"children":114},[115,118],{"type":53,"marks":116,"value":117},[59],"Open banking stays unsettled.",{"type":53,"value":119}," The CFPB's Section 1033 rule is on hold under a federal court injunction while the agency rewrites it, which makes a brand's own customer data more valuable.",{"type":50,"children":121},[122,124,134,136,140,142,145,147,150,152,155],{"type":53,"value":123},"A note on terms: ",{"url":125,"meta":126,"type":130,"children":131},"https://www.businesswire.com/news/home/20260430127077/en/",[127],{"id":128,"value":129},"target","_blank","link",[132],{"type":53,"value":133},"J.D. Power",{"type":53,"value":135}," separates ",{"type":53,"marks":137,"value":139},[138],"emphasis","online banks",{"type":53,"value":141},", which are branchless institutions with federal banking charters, from ",{"type":53,"marks":143,"value":144},[138],"neobanks",{"type":53,"value":146},", which have no charter of their own and partner with chartered banks to offer FDIC-insured deposits. This guide uses ",{"type":53,"marks":148,"value":149},[138],"challenger",{"type":53,"value":151}," for both and ",{"type":53,"marks":153,"value":154},[138],"digital bank",{"type":53,"value":156}," for any provider that serves customers mainly online.",{"item":158,"type":159},"ILv963jbTwuxykY9VtRTPg","block",{"type":161,"level":162,"children":163},"heading",2,[164],{"type":53,"value":165},"Customers spread money across banks, and soft switching is the new churn",{"type":50,"children":167},[168,170,177],{"type":53,"value":169},"Customers are spreading their money across providers instead of leaving their primary bank, a pattern known as soft switching. In ",{"url":171,"meta":172,"type":130,"children":174},"https://www.businesswire.com/news/home/20260326042445/en",[173],{"id":128,"value":129},[175],{"type":53,"value":176},"J.D. Power's U.S. Retail Banking Satisfaction Study",{"type":53,"value":178},", 20% of customers moved money away from their primary bank in the past three months, up from 17% a year earlier. Soft switching is concentrated among the customers most brands want to win:",{"type":62,"style":63,"children":180},[181,190,199],{"type":66,"children":182},[183],{"type":50,"children":184},[185,188],{"type":53,"marks":186,"value":187},[59],"Customers under 40:",{"type":53,"value":189}," 23% moved money in the past three months.",{"type":66,"children":191},[192],{"type":50,"children":193},[194,197],{"type":53,"marks":195,"value":196},[59],"Affluent and mass affluent customers:",{"type":53,"value":198}," 25%.",{"type":66,"children":200},[201],{"type":50,"children":202},[203,206],{"type":53,"marks":204,"value":205},[59],"Financially healthy customers:",{"type":53,"value":207}," 24%.",{"type":50,"children":209},[210],{"type":53,"value":211},"The same study found the average checking customer holds three deposit accounts at different institutions. A customer who already has a bank is still a live prospect for a second account, and a customer you won last year is still a customer you can lose a share of this year.",{"item":213,"type":159},"NAXrzxyDQdCChJoVgVW3gg",{"type":50,"children":215},[216,218,225,227,234,236,243],{"type":53,"value":217},"The pattern shows up in other research and is strongest among younger customers. Pinwheel's survey of 500 employed, banked U.S. consumers, as reported by ",{"url":219,"meta":220,"type":130,"children":222},"https://thefinancialbrand.com/news/personalization/the-modern-banking-roster-insights-from-pinwheels-nationwide-primacy-study-187289",[221],{"id":128,"value":129},[223],{"type":53,"value":224},"The Financial Brand",{"type":53,"value":226},", found that about half kept banking relationships beyond their primary institution, and that 70% of Gen Z and 64% of Millennials had a digital bank account. Digital accounts are already mainstream among younger customers, who are also the most likely to step outside their primary relationship. ",{"url":228,"meta":229,"type":130,"children":231},"https://www.businesswire.com/news/home/20260325353527/en/Simon-Kuchers-Report-Finds-Neobanks-Have-Grown-Past-Niche-Status-Reaching-1.4-Billion-Accounts-Globally",[230],{"id":128,"value":129},[232],{"type":53,"value":233},"Simon-Kucher's neobanking report",{"type":53,"value":235}," found 72% of consumers globally maintain relationships with two or more providers. ",{"url":237,"meta":238,"type":130,"children":240},"https://store.mintel.com/report/us-consumer-attitudes-towards-fintech-market-report",[239],{"id":128,"value":129},[241],{"type":53,"value":242},"Mintel's report",{"type":53,"value":244}," adds a split by financial health: consumers under strain are more open to digital banks and less convinced by legacy banks' competitive edge, while healthier consumers lean on longer-established banks. It also finds significant interest in opening core banking products with non-banks, and account consideration shifting toward retail giants such as Walmart and Amazon, which gives customers another place to split their money.",{"type":50,"children":246},[247],{"type":53,"value":248},"Growth is also splitting. New Engen's analysis of Similarweb data shows U.S. web visits to SoFi rose about 17% and Chime about 12% between September 2025 and September 2026, ahead of Chase at about 9.5%, while Ally's fell about 6%. Web visits aren't accounts, but the direction suggests SoFi and Chime are gaining attention faster than Chase. In practice, acquisition and retention are becoming one contest for share of balance, which makes them harder to run as separate programs.",{"type":161,"level":162,"children":250},[251],{"type":53,"value":252},"Customers decide before they visit, so challengers depend on third-party discovery",{"type":50,"children":254},[255],{"type":53,"value":256},"Customers increasingly build their shortlist away from a bank's own website, through comparison publishers, affiliates, search, and AI tools, so challengers depend on third-party discovery more than incumbents do. In New Engen's analysis of Similarweb data, challengers get far less of their traffic directly than incumbents do. About 54% of Chime's and 34% of SoFi's U.S. web visits were direct, versus roughly 71% for Chase and 73% for Ally. Direct visits are a rough proxy for brand memory, so challengers lean more on third parties to send customers their way, and for SoFi, affiliates alone sent about 23% of visits.",{"item":258,"type":159},"DwK_8pLxQOiJ3Kxn617RZg",{"type":50,"children":260},[261],{"type":53,"marks":262,"value":263},[138],"Share of each brand's U.S. web visits by channel, September 2026. Source: New Engen analysis of Similarweb data. Search combines organic and paid. Display, social, and other referral channels are not shown, so rows do not add up to 100%. These are modeled estimates of U.S. desktop and mobile web visits. They exclude app traffic, which matters for app-first brands like Chime and SoFi, and visits are not accounts opened.",{"type":50,"children":265},[266],{"type":53,"value":267},"AI chatbots sent less than 1% of web visits to every brand in the table. That fits the AI shift described below: AI shapes the shortlist before the click, and customers who ask an AI and then type a bank's name likely show up as direct visits, so referral data understates its influence.",{"item":269,"type":159},"AOxSve--TKWxs8vUVb5HxQ",{"type":50,"children":271},[272,274,281,283,290,292,299,301,308],{"type":53,"value":273},"AI tools are an emerging layer of the same shift. A ",{"url":275,"meta":276,"type":130,"children":278},"https://plaid.com/state-of-intelligent-finance-report/",[277],{"id":128,"value":129},[279],{"type":53,"value":280},"Plaid and Harris Poll report",{"type":53,"value":282}," found that 55% of people had used AI for money tasks in the past 12 months, based on a survey of more than 2,000 American adults, according to ",{"url":284,"meta":285,"type":130,"children":287},"https://www.fintechfutures.com/ai-in-fintech/report-the-state-of-intelligent-finance-ai-agents-and-trust",[286],{"id":128,"value":129},[288],{"type":53,"value":289},"FinTech Futures",{"type":53,"value":291},". ",{"url":293,"meta":294,"type":130,"children":296},"https://clients.mintel.com/report/ai-and-banking-us-2026",[295],{"id":128,"value":129},[297],{"type":53,"value":298},"Mintel's AI and Banking report",{"type":53,"value":300}," found a similar share: about half of 1,950 banked U.S. internet users had used AI tools such as ChatGPT to help choose a financial product. ",{"url":302,"meta":303,"type":130,"children":305},"https://www.forrester.com/blogs/predictions-2027-intelligent-finance-changes-the-rules-of-competition/",[304],{"id":128,"value":129},[306],{"type":53,"value":307},"Forrester's research",{"type":53,"value":309}," puts the figure lower, at 31% of consumers in the U.S., Canada, and the UK using conversational AI for personal finance questions, so the exact share depends on how use is defined. All three point to a shortlist that is increasingly built before a customer reaches a brand's site, and most of what shapes it sits outside the brand's own pages.",{"type":50,"children":311},[312],{"type":53,"value":313},"That means a bank's own website is no longer the only place its offer is judged. Before a customer reaches the site, the shortlist is shaped by brand memory, affiliate and comparison coverage, partner placements, and service reputation. Two things follow:",{"type":62,"style":63,"children":315},[316,325],{"type":66,"children":317},[318],{"type":50,"children":319},[320,323],{"type":53,"marks":321,"value":322},[59],"Accuracy has to extend beyond your own pages.",{"type":53,"value":324}," Rates, fees, and eligibility should read the same everywhere the brand is described, because customers compare before they click.",{"type":66,"children":326},[327],{"type":50,"children":328},[329,332],{"type":53,"marks":330,"value":331},[59],"First-party data becomes the clearest view of off-site influence.",{"type":53,"value":333}," Data on how customers find, fund, and use accounts shows what third-party sources can't, and it matters more while open banking rules stay unsettled.",{"type":161,"level":162,"children":335},[336],{"type":53,"value":337},"Bank websites now do two jobs: confirm the decision and serve the customer",{"type":50,"children":339},[340],{"type":53,"value":341},"A bank or fintech website now has two jobs: confirm and convert people who arrive already considering the brand, and help existing customers get things done. Because a meaningful share of visitors arrive from affiliate sites, from about 8% of Chime's U.S. web visits to about 23% of SoFi's, acquisition pages work best when they confirm the decision quickly, with current rates, fees, eligibility, account-insurance language, visible trust cues, and a short path to application. Servicing pages have a different task: helping customers log in, move money, and resolve problems, which supports retention. Judging both against one blended benchmark hides what each is doing.",{"type":161,"level":162,"children":343},[344],{"type":53,"value":345},"Trust and service quality set the pace for digital banks",{"type":50,"children":347},[348,350,356,358,364,366,373,375,380],{"type":53,"value":349},"Trust and service quality increasingly separate digital banks from one another, and the gap shows up in satisfaction scores. In ",{"url":125,"meta":351,"type":130,"children":353},[352],{"id":128,"value":129},[354],{"type":53,"value":355},"J.D. Power's U.S. Direct Banking Satisfaction Study",{"type":53,"value":357},", online banks scored 674 and neobanks 622 on checking satisfaction, with neobanks showing a higher incidence of debit card and fraud problems and weaker phone, chat, and email support. Service is also under pressure across banking: in J.D. Power's retail banking study, as reported by ",{"url":359,"meta":360,"type":130,"children":362},"https://thefinancialbrand.com/news/banking-trends-strategies/jdp-retail-satisfaction-study-2026-196559",[361],{"id":128,"value":129},[363],{"type":53,"value":224},{"type":53,"value":365},", customer communication satisfaction fell nine points, and problem resolution satisfaction fell 13 points in the second half of the study period. Customers also want people available when something goes wrong. In TD Bank's survey of more than 2,500 consumers, as reported by ",{"url":367,"meta":368,"type":130,"children":370},"https://www.bankingdive.com/news/td-bank-customers-embrace-ai-human-customer-service/816203/",[369],{"id":128,"value":129},[371],{"type":53,"value":372},"Banking Dive",{"type":53,"value":374},", 81% preferred some level of human involvement when calling their bank, and in ",{"url":293,"meta":376,"type":130,"children":378},[377],{"id":128,"value":129},[379],{"type":53,"value":298},{"type":53,"value":381},", nearly 60% of banked consumers preferred humans over AI for resolving account issues.",{"item":383,"type":159},"fX1NSSpBT8yyiE91YJtTTg",{"type":161,"level":162,"children":385},[386],{"type":53,"value":387},"AI assistants and agents increasingly shape the bank shortlist",{"type":50,"children":389},[390,392,397,399,405,407,414],{"type":53,"value":391},"AI assistants and agents are becoming part of how customers shortlist banks, and brands will need to be easy for both people and machines to recommend and trust. ",{"url":293,"meta":393,"type":130,"children":395},[394],{"id":128,"value":129},[396],{"type":53,"value":298},{"type":53,"value":398}," expects AI platforms to become a more common starting point for financial research, with fee clarity and transparent disclosures increasingly shaping how products appear in AI-driven comparisons, and AI agents eventually acting on customers' behalf. ",{"url":302,"meta":400,"type":130,"children":402},[401],{"id":128,"value":129},[403],{"type":53,"value":404},"Forrester's Predictions 2027",{"type":53,"value":406}," adds a supply-side signal: 40% of banks are expected to launch AI assistants, though most will fail to coordinate customers' overall financial lives. For banks, being easy to recommend starts with rates, fees, and eligibility being accurate everywhere the brand is described. For the technical and citation factors, see New Engen's guide to ",{"url":408,"meta":409,"type":130,"children":411},"https://newengen.com/insights/why-your-brand-isnt-showing-up-in-ai-recommendations/",[410],{"id":128,"value":129},[412],{"type":53,"value":413},"why your brand isn't showing up in AI recommendations",{"type":53,"value":415},".",{"type":161,"level":162,"children":417},[418],{"type":53,"value":419},"Open banking stays unsettled, which raises the value of first-party data",{"type":50,"children":421},[422,424,431],{"type":53,"value":423},"Open banking rules in the U.S. remain unsettled, so brands can't count on third-party data access and should invest in their own customer data. The CFPB's Section 1033 rule is on hold under a federal court injunction while the agency rewrites it, according to ",{"url":425,"meta":426,"type":130,"children":428},"https://www.americanbanker.com/news/on-the-day-of-a-would-be-deadline-open-banking-is-in-flux",[427],{"id":128,"value":129},[429],{"type":53,"value":430},"American Banker",{"type":53,"value":432},", and banks are signing private data-sharing deals with aggregators in the meantime. Banks and fintechs also disagree about whether banks may charge for data access.",{"type":161,"level":162,"children":434},[435],{"type":53,"value":436},"Four moves help digital banks earn the second account",{"type":50,"children":438},[439],{"type":53,"value":440},"Banks and fintechs can earn the second account by acting in four areas, each tied to a trend above:",{"type":62,"style":442,"children":443},"numbered",[444,453,470,479],{"type":66,"children":445},[446],{"type":50,"children":447},[448,451],{"type":53,"marks":449,"value":450},[59],"Paid media: rebalance across owned, partner, and search demand.",{"type":53,"value":452}," Review how much traffic and how many funded accounts come from direct, affiliate and comparison, search, and email over the past 90 days, then set budgets by incremental contribution rather than last-click share. Audit partner and comparison listings so rates, fees, eligibility, and account-insurance language are current, and clearly separate sponsored placements from organic ones. Run any budget shift as a holdout or geo test so the incremental effect is measurable.",{"type":66,"children":454},[455],{"type":50,"children":456},[457,460,462,468],{"type":53,"marks":458,"value":459},[59],"Lifecycle marketing: build for the second and third account.",{"type":53,"value":461}," Start with the first 30 days after account opening, mapping funding, first deposit, and first card use, and trigger outreach when a step stalls. Prioritize customers under 40, who soft switch more often than average (23% vs. 20%), and treat service moments, such as card problems or fraud alerts, as retention opportunities. ",{"url":463,"meta":464,"type":130,"children":466},"https://store.mintel.com/report/us-the-unbanked-underbanked-market-report",[465],{"id":128,"value":129},[467],{"type":53,"value":242},{"type":53,"value":469}," on U.S. unbanked and underbanked consumers points to helping with income gaps as a way to bring more banking activity in-house, an example of deepening a relationship beyond the first account.",{"type":66,"children":471},[472],{"type":50,"children":473},[474,477],{"type":53,"marks":475,"value":476},[59],"CRO: design acquisition pages for people who are already half-sold.",{"type":53,"value":478}," Confirm the essentials quickly, including rates, fees, eligibility, and trust cues. Test one change at a time, such as where fees are disclosed or how many steps the application takes, and measure acquisition and servicing pages separately.",{"type":66,"children":480},[481],{"type":50,"children":482},[483,486],{"type":53,"marks":484,"value":485},[59],"Data intelligence: invest in first-party data and upstream signals.",{"type":53,"value":487}," Connect account, funding, and activity data to marketing so every source can be tied to a funded, active account, and add brand search, direct traffic, and assisted conversions to referral clicks as signs of influence that happens before a visit.",{"type":50,"children":489},[490],{"type":53,"value":491},"A baseline for each area makes it easier to decide which one deserves investment first.",{"type":161,"level":162,"children":493},[494],{"type":53,"value":495},"Paid media, lifecycle, CRO, and data work best when connected",{"type":50,"children":497},[498,500,507,509,515],{"type":53,"value":499},"Paid media, lifecycle marketing, CRO, and data intelligence work best when one team connects them instead of optimizing each in isolation. New Engen, a creative-led digital marketing agency, works across all aspects, from ",{"url":501,"meta":502,"type":130,"children":504},"https://newengen.com/services/media/",[503],{"id":128,"value":129},[505],{"type":53,"value":506},"paid media",{"type":53,"value":508}," and ",{"url":510,"meta":511,"type":130,"children":513},"https://newengen.com/services/measurement/",[512],{"id":128,"value":129},[514],{"type":53,"value":40},{"type":53,"value":516}," to lifecycle and CRO. For digital banking and fintech, a useful place to start is how customers move from first research to a funded, active account, since that path shows where the next investment belongs. As a hypothetical example, a digital bank that finds most new accounts arriving through comparison partners, but few of them funding and staying active, would be better served by auditing partner listings and the first 30 days of the customer journey than by adding media budget.",{"type":50,"children":518},[519,521,528],{"type":53,"value":520},"For a closer look at what to ask a partner about creative, creators, paid media, and measurement, see New Engen's guide to ",{"url":522,"meta":523,"type":130,"children":525},"https://newengen.com/insights/best-digital-banking-fintech-marketing-agencies/",[524],{"id":128,"value":129},[526],{"type":53,"value":527},"the best marketing agencies for digital banking and consumer fintech",{"type":53,"value":415},{"type":50,"children":530},[531],{"type":53,"value":532},"Heading into 2027, the brands that win will be the ones that keep customers' money as well as win it, show up accurately before the click, and are easy for both people and machines to trust.",{"type":161,"level":162,"children":534},[535],{"type":53,"value":536},"Frequently Asked Questions About Digital Banking and Fintech Marketing",{"type":161,"level":538,"children":539},3,[540],{"type":53,"marks":541,"value":542},[59],"Q1: What are the biggest digital banking trends for 2027?",{"type":50,"children":544},[545],{"type":53,"value":546},"The biggest digital banking trends for 2027 are soft switching, discovery that happens before the click, websites that serve two jobs, trust and service quality as differentiators, AI assistants shaping the bank shortlist, and unsettled open banking rules. For example, J.D. Power found that 20% of retail bank customers moved money away from their primary bank in the past three months, and in New Engen's analysis of Similarweb data only about 54% of Chime's and 34% of SoFi's U.S. web visits were direct.",{"type":161,"level":538,"children":548},[549],{"type":53,"marks":550,"value":551},[59],"Q2: What is soft switching in banking?",{"type":50,"children":553},[554],{"type":53,"value":555},"Soft switching is when customers move money away from their primary bank, such as to a second or third provider, without closing the account. Because the account stays open, it is easy to miss: the customer still shows as active while more of their balance and activity sits elsewhere. J.D. Power found that 20% of retail bank customers did this in the past three months.",{"type":161,"level":538,"children":557},[558],{"type":53,"marks":559,"value":560},[59],"Q3: How do consumers choose a digital bank?",{"type":50,"children":562},[563],{"type":53,"value":564},"Consumers increasingly choose a digital bank after researching off the brand's own website, then weigh trust and service. Affiliate referrals accounted for about 8% of Chime's and 23% of SoFi's U.S. web visits, and a Plaid and Harris Poll report found that 55% of people had used AI for money tasks in the past 12 months, in a survey of more than 2,000 American adults. Service quality then matters: J.D. Power's direct banking study found online banks scored 674 and neobanks 622 on checking satisfaction.",{"type":161,"level":538,"children":566},[567],{"type":53,"marks":568,"value":569},[59],"Q4: Why do customers open accounts at more than one bank?",{"type":50,"children":571},[572],{"type":53,"value":573},"Customers open accounts at more than one bank because loyalty to a single primary bank is weakening. J.D. Power's U.S. Retail Banking Satisfaction Study found the average checking customer holds three deposit accounts at different institutions, and 20% moved money away from their primary bank in the past three months, up from 17% a year earlier. Soft switching is highest among affluent and mass affluent customers (25%), followed by financially healthy customers (24%) and customers under 40 (23%).",{"type":161,"level":538,"children":575},[576],{"type":53,"marks":577,"value":578},[59],"Q5: How can digital banks keep customers from moving their money?",{"type":50,"children":580},[581],{"type":53,"value":582},"Digital banks keep customers by earning trust, making help easy to reach, and deepening the relationship beyond the first account, and the evidence points to service quality as the place to start. J.D. Power's direct banking study found neobanks had a higher incidence of debit card and fraud problems and weaker phone, chat, and email support than online banks, and in TD Bank's survey, 81% of consumers preferred some level of human involvement when calling their bank. Lifecycle programs that treat service moments as retention opportunities are one place to begin.",[584,603,615,729,741],{"id":158,"type":585,"image":586,"video":10,"link":20},"media_item",{"alt":587,"title":588,"focalPoint":589,"width":590,"height":591,"thumbnail":592,"small":593,"medium":594,"responsiveImage":595},"Six cards listing the digital banking trends for 2027: soft switching, off-site discovery, two-job websites, trust and service, AI shortlists, and open banking.","Six Digital Banking Trends for 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healthy, and 23% of under-40 customers.","Soft Switching Among Retail Bank Customers",{"x":12,"y":12},"https://www.datocms-assets.com/151374/1794494163-digital-banking-soft-switching.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1794494163-digital-banking-soft-switching.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1794494163-digital-banking-soft-switching.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":612,"webpSrcSet":20,"sizes":597,"src":613,"width":599,"height":600,"aspectRatio":601,"alt":605,"title":606,"base64":614,"bgColor":25},"https://www.datocms-assets.com/151374/1794494163-digital-banking-soft-switching.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 610w,https://www.datocms-assets.com/151374/1794494163-digital-banking-soft-switching.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 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comparing the share of U.S. web visits that were direct: Chime 54% and SoFi 34% versus Chase 71% and Ally 73%.","Direct Traffic Share: Challengers vs. Established Banks",{"x":12,"y":12},"https://www.datocms-assets.com/151374/1794494203-digital-banking-direct-visits.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1794494203-digital-banking-direct-visits.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1794494203-digital-banking-direct-visits.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":738,"webpSrcSet":20,"sizes":597,"src":739,"width":599,"height":600,"aspectRatio":601,"alt":731,"title":732,"base64":740,"bgColor":25},"https://www.datocms-assets.com/151374/1794494203-digital-banking-direct-visits.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 610w,https://www.datocms-assets.com/151374/1794494203-digital-banking-direct-visits.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 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Power checking satisfaction scores of 674 for online banks and 622 for neobanks.","Online Bank vs. Neobank Satisfaction Scores",{"x":12,"y":12},"https://www.datocms-assets.com/151374/1794494244-digital-banking-satisfaction-gap.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1794494244-digital-banking-satisfaction-gap.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1794494244-digital-banking-satisfaction-gap.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":750,"webpSrcSet":20,"sizes":597,"src":751,"width":599,"height":600,"aspectRatio":601,"alt":743,"title":744,"base64":752,"bgColor":25},"https://www.datocms-assets.com/151374/1794494244-digital-banking-satisfaction-gap.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 610w,https://www.datocms-assets.com/151374/1794494244-digital-banking-satisfaction-gap.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 1220w,https://www.datocms-assets.com/151374/1794494244-digital-banking-satisfaction-gap.png?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 1830w,https://www.datocms-assets.com/151374/1794494244-digital-banking-satisfaction-gap.png?auto=format&fit=max&h=2440&q=85&w=2440 2440w","https://www.datocms-assets.com/151374/1794494244-digital-banking-satisfaction-gap.png?auto=format&fit=max&h=2440&q=85&w=2440","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgXFRULDhUQDhUNFRYVFhEOFxoZGBYTIhUaHysjHR0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLAg0OEg0NHDsdFhwvLy8vLy87Ly8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAAEBQECA//EABwQAAEFAQEBAAAAAAAAAAAAAAEAAgMEBSEGEf/EABYBAQEBAAAAAAAAAAAAAAAAAAIDAf/EABoRAAEFAQAAAAAAAAAAAAAAAAABAgURUQb/2gAMAwEAAhEDEQA/AH2n6QV4+IvA3hcYr6fmK0sXSiMLAgrREtKLUmCLVgMGbbLQVC1hpMMhH1QtqY0d8/h//9k=",[],"{\n  \"@context\": \"https://schema.org\",\n  \"@graph\": [\n    {\n      \"@type\": \"BlogPosting\",\n      \"headline\": \"Digital Banking and Fintech Trends 2027: Six Shifts Marketers Should Plan For\",\n      \"description\": \"Customers split money across banks, discover them off-site, and expect more from your website. 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For example, J.D. Power found that 20% of retail bank customers moved money away from their primary bank in the past three months, and in New Engen's analysis of Similarweb data only about 54% of Chime's and 34% of SoFi's U.S. web visits were direct.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Q2: What is soft switching in banking?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Soft switching is when customers move money away from their primary bank, such as to a second or third provider, without closing the account. Because the account stays open, it is easy to miss: the customer still shows as active while more of their balance and activity sits elsewhere. J.D. Power found that 20% of retail bank customers did this in the past three months.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Q3: How do consumers choose a digital bank?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Consumers increasingly choose a digital bank after researching off the brand's own website, then weigh trust and service. Affiliate referrals accounted for about 8% of Chime's and 23% of SoFi's U.S. web visits, and a Plaid and Harris Poll report found that 55% of people had used AI for money tasks in the past 12 months, in a survey of more than 2,000 American adults. Service quality then matters: J.D. Power's direct banking study found online banks scored 674 and neobanks 622 on checking satisfaction.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Q4: Why do customers open accounts at more than one bank?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Customers open accounts at more than one bank because loyalty to a single primary bank is weakening. J.D. Power's U.S. Retail Banking Satisfaction Study found the average checking customer holds three deposit accounts at different institutions, and 20% moved money away from their primary bank in the past three months, up from 17% a year earlier. Soft switching is highest among affluent and mass affluent customers (25%), followed by financially healthy customers (24%) and customers under 40 (23%).\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Q5: How can digital banks keep customers from moving their money?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Digital banks keep customers by earning trust, making help easy to reach, and deepening the relationship beyond the first account, and the evidence points to service quality as the place to start. J.D. Power's direct banking study found neobanks had a higher incidence of debit card and fraud problems and weaker phone, chat, and email support than online banks, and in TD Bank's survey, 81% of consumers preferred some level of human involvement when calling their bank. Lifecycle programs that treat service moments as retention opportunities are one place to begin.\"\n          }\n        }\n      ]\n    }\n  ]\n}",{"title":756,"description":757,"image":758},"Digital Banking and Fintech Trends 2027: Six Key Shifts","Customers split money across banks, discover them off-site, and expect more from your website. See the digital banking marketing trends for 2027.",{"url":759},"https://www.datocms-assets.com/151374/1794493997-digital-banking-and-fintech-outlook.png",[761,783,796],{"slug":762,"title":763,"date":764,"categories":765,"thumbnail":771,"thumbnailStyle":10},"influencer-marketing-trends-june-2026","Influencer Marketing Trends: June 2026","2026-05-29",[766,770],{"id":767,"slug":768,"title":769},"EnfBBA40QlSAgNJtq952nQ","influencer-marketing-trends","Influencer Marketing Trends",{"id":35,"slug":36,"title":37},{"alt":772,"title":773,"focalPoint":774,"width":13,"height":14,"thumbnail":775,"small":776,"medium":777,"responsiveImage":778},"Illustration of social media engagement icons including chat bubbles, video posts, heart reactions, and thumbs-up reactions on a green background — influencer marketing trends June 2026","Influencer Marketing Trends June 2026",{"x":12,"y":12},"https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":779,"webpSrcSet":20,"sizes":21,"src":780,"width":13,"height":14,"aspectRatio":23,"alt":772,"title":773,"base64":781,"bgColor":782},"https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 420w,https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 840w,https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 1260w,https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&fit=max&h=2440&q=85&w=2440 1680w","https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&fit=max&h=2440&q=85&w=2440","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBhAQDQgLCg0ODg0ODg0NDxENDREYFx8ZGBYTFhUaHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHA4QHDscFhw7Oy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA0AGAMBIgACEQEDEQH/xAAXAAADAQAAAAAAAAAAAAAAAAAAAwQG/8QAGxAAAgIDAQAAAAAAAAAAAAAAAAMCEQESEzH/xAAXAQADAQAAAAAAAAAAAAAAAAADBAYC/8QAGhEAAgMBAQAAAAAAAAAAAAAAAgMAEjERBP/aAAwDAQACEQMRAD8A2zXZol7Z2L2qjRNyjt4S/nYquTSyHkYp2aAcpUaARaxVsgyIez//2Q==","#eb5a2f",{"slug":784,"title":785,"date":786,"categories":787,"thumbnail":10,"thumbnailStyle":792},"2024-holiday-guide-macro-level-economic-industry-trends","2024 Holiday Guide: Macro-Level Economic & Industry Trends","2024-09-13",[788],{"id":789,"slug":790,"title":791},"WBJ7GWfRQ1OSyt99QhgoVg","guides","Guides",{"id":793,"type":794,"part":10,"year":795},"Y2Mzx-s4Sj-Ee2T3YW9LuA","thumbnail_holiday_guide_block","2024",{"slug":797,"title":798,"date":10,"categories":799,"thumbnail":804,"thumbnailStyle":10},"camp-new-engen-2026","Welcome to Camp New Engen: A New Kind of Marketing Summit",[800],{"id":801,"slug":802,"title":803},"SBVnlBKZQEKb1W3KJvwGww","press-release","Press Release",{"alt":10,"title":10,"focalPoint":805,"width":13,"height":14,"thumbnail":806,"small":807,"medium":808,"responsiveImage":809},{"x":12,"y":12},"https://www.datocms-assets.com/151374/1773759918-blog-1.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1773759918-blog-1.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1773759918-blog-1.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":810,"webpSrcSet":20,"sizes":21,"src":811,"width":13,"height":14,"aspectRatio":23,"alt":10,"title":10,"base64":812,"bgColor":813},"https://www.datocms-assets.com/151374/1773759918-blog-1.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 420w,https://www.datocms-assets.com/151374/1773759918-blog-1.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 840w,https://www.datocms-assets.com/151374/1773759918-blog-1.png?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 1260w,https://www.datocms-assets.com/151374/1773759918-blog-1.png?auto=format&fit=max&h=2440&q=85&w=2440 1680w","https://www.datocms-assets.com/151374/1773759918-blog-1.png?auto=format&fit=max&h=2440&q=85&w=2440","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLChQXDhgTFQ0VDhEVFhEVFxYZGCIfFiEmHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHA0QHDscFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA0AGAMBIgACEQEDEQH/xAAZAAACAwEAAAAAAAAAAAAAAAAEBQECBgD/xAAdEAACAgIDAQAAAAAAAAAAAAABBQACBBEDFCIG/8QAFQEBAQAAAAAAAAAAAAAAAAAAAgH/xAAXEQADAQAAAAAAAAAAAAAAAAAAAQIR/9oADAMBAAIRAxEAPwBOrTjpEbjBZ85W9rHYmcVNsnpn1DVz3MpykC0LVBlyWeKbYvIdGTAnbbJ5T6M6LKI3J//Z","#e2b356",{"relatedText":815},"\u003Cdiv>\n\u003Cdiv>\u003Cspan> Want to learn more? \u003Ca href=\"https://newengen.com/contact\">Get in touch\u003C/a> \u003C/span>\u003Ca href=\"mailto:info@newengen.com\" target=\"_blank\" rel=\"noopener\">\u003Cspan>\u003C/span>\u003C/a>\u003Cspan> or connect with us on \u003C/span>\u003Ca href=\"https://www.linkedin.com/company/newengen\" target=\"_blank\" rel=\"noopener\">\u003Cspan>LinkedIn\u003C/span>\u003C/a>\u003Cspan>.\u003C/span>\u003C/div>\n\u003C/div>",1794494360056]