Fragmented financial relationships and guidance from AI channels are weakening banks’ hold on customer decisions. To maintain relevance in the next era of banking, they’ll need to evolve from generating insights for customers to executing financial decisions on their behalf.

Key Question: How can banks become more central to customers’ financial lives as financial relationships fragment?

Key Stat: Just 34.3% of mortgages, 24.9% of retirement accounts, and 23.8% of investment accounts are held exclusively through consumers’ primary banks, per an October 2025 EMARKETER survey—underscoring how much of customers' financial lives sit outside their primary banking relationship.