Bank / Credit Union
Majority of consumers say they don't feel known by their financial institution
November 12, 2025
A survey from White Clay found that 67% of accountholders don't feel known by their primary financial institution and 31% said they just feel like another account number. White Clay conducted the survey with 2,000 adults, according to a press release.
Key findings include:
- Online-only and national bank were most likely to not feel known, with 75% and 68% expressing this respectively.
- 52% say they feel less connected to the bank now than in the past, including 57% of local bank customers.
- 53% would consider switching to another bank or credit union that offered more personalized financial guidance.
"Consumer sentiment is sticky; while the world is rife with change, from more advanced technologies to shifting economic landscapes, year over year data on consumer feelings remains unchanged," Mac Thompson, CEO and founder of White Clay, said in the release. "In the past 12 months, Americans have lived through rising rates, inflation pressure, political uncertainty and leadership transitions at the national level. These are times when trust and stability in one's financial provider matter. Still, most consumers don't feel seen and would consider moving their accounts because of it. This is both a significant opportunity and a loud alarm. Banks and credit unions must move beyond transactional engagement and focus on relationship banking to earn long-term loyalty in this new environment."
