Generational priorities shape expectations for online banking services
A new Alkami study shows that each age group values different features in digital banking, from education for Gen Z to fraud protection for boomers.
Alkami’s latest study finds that online banking is universally preferred, but expectations differ by generation. Gen Z respondents want their bank to guide them financially, whereas boomers focus on protecting their accounts from hackers. Millennials look for AI-enabled ease, and Gen X places importance on relational support such as phone assistance.
Across the board, users compare their banking apps to the best consumer digital experiences they encounter daily. Industry data from J.D. Power shows high satisfaction levels, highlighting Capital One, Wells Fargo and Truist as leading providers, while American Express tops mobile app ratings. The report notes that about half of Americans would switch banks for a better digital experience, underscoring the competitive pressure to improve online services.
