MX’s 2025 consumer survey reveals key drivers of deposits and loyalty. While 46% of consumers now hold only 1–2 financial accounts, over 25% still open new accounts annually, often tied to life events like moving or new jobs. Direct deposit remains sticky, with 60% never switching, but 42% would move for higher interest and 44% for a cash incentive. Convenience dominates: 67% save cards on file, 44% use a “top of wallet” account, and 67% abandon apps if experiences worsen. Trust is fragile, as 44% won’t share financial data with third parties. To win retention, providers must use data for personalization, seamless experiences, and long-term trust.

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