Half our survey respondents have been with their bank for over 10 years that’s incredible loyalty in today’s economy. But here’s the scary part: 37% cite fraud concerns, 34% mention distrust, and 33% point to poor service as reasons they’d leave. Trust isn’t inherited anymore; it’s earned every single day through every single interaction.

The generational differences here are fascinating. Older customers build trust through relationships they want the teller to know their name, remember their grandkids, understand their financial goals. Their loyalty comes from decades of consistent, personal service that’s helped them through major life events. It’s emotional investment, not just financial convenience.

Younger customers define trust completely differently. They want transparent communication, proactive security measures, and systems that work they need them. One millennial in our survey put it perfectly: “If they had a mishap with my funds, or crashed too much. Or too many technical difficulties.” For them, trust is about digital reliability and transparent practices.

The challenge is building trust across both mindsets simultaneously. That means It’s about consistent performance everywhere your app, your website, your branches, your phone support—because one bad experience can wipe out years of goodwill.

Download the full report to learn what it takes to build trust, reduce churn, and create meaningful experiences across every generation.