Banks Turn to Personalization to Build Customer Loyalty

Banking products and digital features are increasingly commoditized, while customers can shift deposits and services among providers with little friction. Accenture says transactional convenience alone is no longer enough to secure loyalty. Banks that carry customer context consistently across apps, branches and service centers, and use artificial intelligence to deliver timely guidance, can deepen trust and turn personalization into a durable advantage.

Accenture released its Banking Consumer Study 2025 on March 17, 2025, based on 49,300 customers across 39 countries and 700 banks. It found 73% of respondents used banks beyond their primary institution, while 58% had bought a financial product or service from a new provider in the previous 12 months. Customer advocates held an average of 17% more products with their main bank, underscoring the value of trust, continuity and tailored engagement.