Consumers report greater satisfaction with banks, driven by investment in experiences and engagement
Despite concerns about continuing inflationary pressure and interest rate impacts on the U.S. economy, one sector is exceeding expectations among consumers. According to J.D. Power’s 2025 U.S. Retail Banking Satisfaction Study, banking customers are reporting higher happiness with their primary financial institution than they have in years. With satisfaction scores rising by 11 points since 2024, this notable increase took place during a time of financial uncertainty. At the same time, consumer spending is also buoying the economy, rising around 6% for the first quarter compared to the same period last year, according to data from Bank of America.
This rise in satisfaction reflects a broader consumer confidence in the banking sector, even as external economic pressures mount. According to recent Reuters reporting, top U.S. banks say that their customers remain resilient. “Overall, we see the spending patterns as being solid,” says Jeremy Barnum, chief financial officer of JPMorgan, a bank that’s often seen as a bellwether for U.S. economy. On CNBC’s Squawkbox, Brian Moynihan, Bank of America CEO, says “Right now, we’re not talking about what could happen, we’re talking about what is happening, and the consumer continues to spend pretty strongly for the first part of this year.”
The resilience consumers are exhibiting is matched by strong performance from banks that have invested in their experiences for customers. According to analysis from eMarketer, banking customers increasingly credit their satisfaction to personalized service, consistent support, and meaningful engagement. “Banks are amplifying efforts to help customers manage finances, avoid fees, resolve problems, and access financial tools,” according to eMarketer’s Lauren Ashcroft. Those investments are paying off, particularly as financial institutions find a balance between online transactions and in-person experiences at the branch.
The key to creating enduring relationships is for banks to balance in-person and online engagement. Importantly, the investment in the branch experience is key for developing stickier, more engaging, and longer term banking relationships. “That makes me think of a stat [that showed] why relationships that originate in the branch versus digital have been proven to be far more quality and durable than ones that are digital only,” says Gina Bleedorn, Adrenaline’s president and CEO, on the Believe in Banking Podcast. “Again, this makes sense and goes back to why banks and credit unions are doubling down on branch investment.”
If you’re a banking leader wanting to deliver better banking experiences, get in touch with the brand to branch experts at Adrenaline.