Primacy in the Digital Age
Your destination to stay up to speed on consumers’ evolving expectations of their banking relationships and what leading institutions are doing to win share, drive engagement, and achieve lifetime loyalty.
Featured Articles
They Said It Couldn’t Be Done: Fintechs Gaining in the Race for Primacy
Fintechs are no longer just niche players — they’re becoming consumers’ primary financial institutions through seamless experiences and behavioral hooks.
The Modern Banking Roster: Insights from Pinwheel’s Nationwide Primacy Study
Consumer banking relationships are shifting from monogamy to polyamory, with digital experience now outranking branch proximity as customers’ top priority.
The Bad Attitudes Credit Unions and Community Banks Should Ditch
Community banks face a loyalty crisis as digital competitors woo away customers. Three toxic attitudes to abandon in 2025 to regain primacy.
5 Key Demographic Trends for Bank Marketers to Watch in 2025
From the resurgence of in-branch banking to the rise of older homebuyers, here are the key demographic shifts bankers should watch in 2025.
How to Know What Your Customers Need Before They Do
Anticipating customers’ needs, not just responding to them, is the key to delivering convenience and building trust.
Connection Over Competition: How Chief Deposit Officers Plan to Win Deposits
Banks have tasked chief deposit officers with keeping the funding faucet flowing. How are they doing it? Three CDOs sound off.
Additional Resources
Consumer Banking Sentiment 2025
New consumer data reveals the latest trends driving primary and secondary account decisions across generations.
Primacy in personalized banking: A moving target.
Learn about changes to consumer behavior that have affected financial institutions' ability to achieve and defend primacy.
What drives primacy with today’s consumer?
Discover what is needed for bank account primacy, and what really motivates them to switch.
Industry leaders talk consumer bank switching behaviors
Are you curious about the latest behavioral trends in consumer banking? Do you want to know how top financial institutions are adapting to meet evolving customer needs?
Why are consumers on the move?
Download our latest consumer research to understand what is driving this change in behavior dynamics.
The Power of Primacy
There remains many unknowns around how to define primacy, how to measure it, and what types of customer experiences are required to achieve it.
