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EMARKETER

Future-Proofing Banking Through Customer-Centric Journeys

How Banks Can Compete in a World Where Relevance Is Earned and Solution-Based Journeys Lead the Way

Report by Tiffani Montez  |  Jun 27, 2025
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Table of Contents
Executive Summary
Consumers are assembling their own financial ecosystems—on their own terms
To stay relevant, banks must stop reacting and start guiding
Recommendations for banks
Sources
Media Gallery
About This Report
As consumers turn to fintechs and payment providers for timely, solution-based support, banks are losing relevance. Staying in the game means shifting from product pushing to customer-led journeys.
Topics
Banking
United States
Table of Contents
Executive Summary
Consumers are assembling their own financial ecosystems—on their own terms
To stay relevant, banks must stop reacting and start guiding
Recommendations for banks
Sources
Media Gallery

Customers—not banks—are shaping the future of financial services. Instead of relying solely on legacy brands, they’re building their own ecosystems around convenience, trust, and relevance, using products from fintechs and payment providers. To stay in the game, banks must rethink the banking model from the ground up.

Key Question: How can banks stay relevant in a solution-based, life stage-driven world where consumers are building their own financial ecosystems?

Fintechs Capture Nearly Half of All US Personal Loan Debt
E-Mail ChartDownload

Key Stat: Consumers now hold more personal loan debt with fintechs than with banks or credit unions—proving that a primary banking relationship no longer ensures share of wallet.

This report can help you:

  • Develop product strategy (banks and consumer-facing payment providers)
  • Showcase opportunities to customers and develop go-to-market strategy (solution providers and consumer-facing payment providers)

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Consumers are assembling their own financial ecosystems—on their own terms
  1. To stay relevant, banks must stop reacting and start guiding
  2. Recommendations for banks
  1. Sources
  2. Media Gallery

Charts in This Report

Fintechs Capture Nearly Half of All US Personal Loan DebtOn Average, Over Half of Banking Relationships in North America Are Outside the Primary Bank
The US Financial Ecosystem Is No Longer Bank CentricCustomer-Centric Banking Will Support Customers Through Major Lifestages
More Than 60% of US Mobile Banking Users See Value in Life Stage-Specific Mobile FeaturesWhat Financial Considerations Consumers Have During the Vehicle Ownership Journey
Consumers Are Ready to Swap Data for Personalized Marketing and Financial Advice, (% of US mobile banking users, Sep 2024)

authors

Tiffani Montez

Contributors

Lauren Ashcraft
Grace Broadbent
Penelope Lin
Director, Data Visualization
Emma Noyes
Graphic Designer, Data Visualization
Amy Rotondo
Director, US Research
Sakina Thanawala
Copy Editor
Emman Velasco
Chart Editor
Julia Woolever
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