Top Factors Consumers Consider in Choosing a Checking Account

One in five consumers report opening an account over the last twelve months. To win these new accounts, financial institutions should prioritize people’s most-wanted features.   

In choosing their top three attributes, consumers want their bank to have:  

36% Mobile banking capabilities 

34% Online banking options 

28% Branches close to them 

23% Accessible customer service 

21% ATMs (self-service options) nearby 

15% Fraud prevention features 

Source: Insider Intelligence, “U.S. Account Opening Feature Demand Report,” July, 2023