March 20, 2025

What Your Customers Really Want in the AI-Banking Era

By Udi Ziv, Chief Executive Officer, Personetics 

Today’s consumers now expect banking experiences that match those of leading online brands like Amazon, Netflix and Spotify. But how do these shifting expectations translate into meaningful actions that financial institutions can apply to their mobile banking experience? 

We decided to ask the most important voice of all: the consumer. And so, we conducted a global survey of 2,000 digital banking customers across North America, Europe, and APAC regions. We asked them where financial wellness sat among their life priorities, and whether, in the AI-banking era, they really wanted banks to use technology to better understand their financial needs. We also checked their interest in receiving different timely, contextual insights to help them reach their financial goals. And we even asked bank customers how far they would go to gain access to that guidance. 

The results were, to say the least, an eye-opener. Here are a few highlights.

Financial Wellness: The New Number One Priority 

Our research revealed that over half of global respondents now rank financial wellness as their top life priority—ahead of both health & well-being and family & relationships. This finding holds true across regions and generations, though with interesting variations. Gen Zers respondents (aged 17-27) are particularly focused on financial wellness, likely because they’re focused on building solid financial foundations for their future. Notably, baby boomers (ages 60-78) also prioritize financial wellness, despite having accumulated wealth throughout their lives. 

The New Banking Table Stakes: Truly Personal Banking Experiences 

Banks have spent years perfecting mobile apps for checking balances and paying bills. Our research shows what customers value now is truly personal, tailored guidance that actively helps them manage their financial lives and achieve their life goals. 

Most respondents want their bank to proactively analyze their financial activities to recommend steps they can take to improve their financial wellness. This overwhelming interest shows how consumers now see their banks as potential partners in achieving financial success, not just as places to store money. 

What’s particularly striking is the willingness of customers to switch banks for better financial guidance. Over 84% of global respondents globally indicated that they would consider switching to a bank that offers timely, relevant tips and advice to improve their financial health. What’s more, GenZers and Baby Boomers aged (60-78) exceeded even that amount, proving that banks cannot afford to get complacent about customer loyalty regardless of their age. 

The Financial Guidance Wishlist: Top Customer Priorities 

When we asked respondents which specific types of personalized guidance they wanted most, clear patterns emerged. Topping the list were alerts for unusual expenses like double-billing, followed closely by curated insights based on spending patterns. Overdraft prevention warnings and help with savings goals were also highly valued. With customers preferring AI-driven insights that enhance financial wellness over generic product promotions, it’s clear that the time has come for banks to adopt a ‘needs-based selling’ approach that addresses specific customer pain points and goals. 

The Path Forward for Banks 

I have only touched on a few highlights from our survey. But as we all begin to navigate the AI-banking era, our research already shows that one thing is crystal clear: customers expect their financial institutions to evolve from passive money custodians to active partners in their financial success. Banks that recognize this opportunity to democratize financial wellness can stand out in a crowded market. Those that don’t risk becoming irrelevant, watching as more adaptive competitors attract customers and steal market share. 

As your financial institution stands at this fork in the road, which path will you choose? 

For more granular insights into our findings across regions and age groups, read our full Global Consumer Banking Survey.