49% of Consumers Google Your Institution Before Deciding. What Do They Find?
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What Millennials Check Before They Open a Bank Account (It’s Not Just the Rates)
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Generation Z Is Already Banking. Are You on Their Radar?
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The Six Life Moments That Decide Where Consumers Bank
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Five Actions Every Community Financial Institution CMO Should Take in 2026
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You Have 77% Favorability. Your Prospects Have Never Heard of You.
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35% of Your Best New Customers Found You Through a Family Member. Are You Capitalizing on That?
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The Local Advantage That Most Community Banks Are Leaving on the Table
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American Financial Consumer Report 2026
The data is unambiguous: American consumers favor local and regional financial institutions over national banks and fintechs. But consumer preference is not the same as consumer choice. The brands that will capture the next wave of account openings will be the ones present in the consumer’s mind before those moments arrive. This report gives you the data, the framework, and the strategic direction to be that brand.