30% of financial institutions whose top 2021 priority is developing better financial planning tools
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FIs deepen trust by prioritizing financial wellness for consumers

The Story: As consumers’ post-Covid interest in achieving financial wellness rises, more banks and credit unions are prioritizing that need than any other initiative–focusing more on better tools even than on digital experience initiatives.

The Takeaway: Financial institutions have the opportunity to shift the narrative around their role in people’s lives, from providers of financial products to a trusted guide in supporting financial strength. Elevating financial literacy programs, providing easy tools that help people meet their goals, and marketing around the ideas of financial wellness will deepen trust, relationships, and give everyone even more reasons to believe in banking.

Source: MX Ultimate Guide to Banking, 2021