Precision over blanket strategies: Why “one-size-fits-all” is obsolete

For decades, banks leaned on broad, mass-market strategies to grow—everyone got the same emails, the same offers, the same onboarding experience. But as Amy pointed out, those days are over: “Banks really cannot afford to have these broad blanket assumptions. They need precision to understand specific motivations, barriers, and emotions that shape a financial consumer.”

Why the shift? The banking competition is fiercer than ever, with new players and fintech startups capturing market share by speaking directly to niche segments. According to Amy, more than 40% of consumers say they can’t tell the difference between financial brands, and nearly three-quarters of people already bank with more than one provider. “Loyalty is super fragile at this point,” she said, noting that consumers can switch providers with just a few taps on their phone.

The winners in this new landscape will be the institutions that:

• Use data to uncover unique customer segments, such as gig workers or first-time homebuyers
• Design specific, tailored journeys that address each group’s needs and pain points
• Continuously refine these journeys with ongoing customer feedback and testing

Amy summarized this shift by referencing industry research: “Banks are being pushed to what McKinsey recently stated as a ‘precision toolbox’—serving very specific segment journeys and needs with very targeted experiences.”

Building trust and loyalty in the age of choice

If you think new financial products or clever advertising campaigns are enough to win hearts and wallets, think again. Amy described how the very drivers of customer loyalty in banking are changing as financial pressures mount and consumer behavior shifts.

With more options than ever, customers are scrutinizing every interaction and every fee. They expect trust in digital banking, transparency, and real value—or they’ll move on. “Trust, loyalty, clarity, and relevance are going to be those new loyalty drivers,” Amy said. “Banks in this next year that will succeed are going to be the ones that understand the shifting customer emotions and will be able to help design experiences that are really around building trust and clarity.”

Consider these financial consumer behavior trends shaping loyalty:

• Customers are increasingly price-sensitive and value-conscious
• Many maintain accounts with multiple banks, making it easier to switch
• Confusing or impersonal digital experiences are dealbreakers

When a customer abandons a digital account opening, Amy explained, “It’s not because of the interest rate, it’s because the experience might feel confusing. The language isn’t clear. The process doesn’t feel even safe.” These are emotional barriers, not just financial ones. For banks, clarity and trust are now worth more than convenience alone.

Customer insight: The secret ingredient for financial services innovation

Amid all the talk of machine learning and AI, Amy kept returning to one fundamental truth: successful personalized banking starts with understanding people. “The only way to really do that is to truly understand your customers,” she stressed.

Banks and fintechs leading the pack are investing heavily in customer insights—not just surveys and analytics, but real conversations, usability testing, and direct feedback loops. This feedback informs everything from account opening processes to proactive alerts and content.

Amy used an analogy that’s all too familiar: “If you’re in doubt, go and try and do this yourself with your own business. Try and open up an account or have a friend do it and walk through that. Then you’ll see the importance of talking to your customers.” It’s a powerful reminder that sometimes the simplest insights come from walking in your users’ shoes.

How digital banking leaders can thrive in 2026

So what does it all mean for banking and fintech executives, marketers, and product teams as 2026 approaches? Based on the episode’s insights, here’s a roadmap for action:

• Prioritize emotional intelligence in AI: Use generative AI in finance not just for automation, but to deliver empathy, relevance, and humanity in every interaction.
• Segment relentlessly: Identify your unique audiences and tailor experiences for each—don’t settle for generic journeys.
• Listen to your users: Invest in continuous customer insight programs. Go beyond surveys to gather real human feedback.
• Make trust your currency: Communicate clearly, minimize jargon, and always show the value behind your products and services.
• Reduce friction at every step: Regularly test your own digital journeys, especially critical ones like account opening—to spot and remove pain points.
• Stay agile: Customer needs, economic conditions, and technology are all moving targets. Build teams and processes that adapt quickly.

Amy summarized the challenge and the opportunity: “Trust becomes the currency in banks. When a bank makes things clear, transparent, and emotionally reassuring, they’re going to really win in these circumstances.”

The future of digital banking: Personalization powered by empathy

The digital banking trends shaping 2026 all point to one simple but profound shift: banking is becoming more human again. As advanced as AI and technology have become, it’s the banks and fintechs that remember the importance of empathy, trust, and customer insight that will set themselves apart.

Amy’s final words capture the spirit of what’s ahead, “Are your customers satisfied? Because we know that that ultimately influences loyalty. And for a bank, it ultimately influences their bottom line. So it’s really a win-win for both when we just take care of each other.”

Episode links: 

• Pulse Report: Financial Services, Q1 2025 overview: On-demand webinar exploring trends in seamless digital banking experiences, trust concerns, and emerging technologies including AI in financial services.
• Improve digital bank account openings: a practical guide on transforming digital banking onboarding by using customer insights to reduce friction and boost conversions.
• AI in UX research: a recent Insights Unlocked episode discussing how AI is shaping UX research and human insight, relevant to personalization and digital experience trends.
• The trust gap: Why the customer journey in banking demands better UX: a blog post about improving digital banking experience through better UX design and trust-building practices.
• Amy Wigdahl on LinkedIn
• Nathan Isaacs on LinkedIn