<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1490657597953240&amp;ev=PageView&amp;noscript=1">

Research Report

Engage to Grow: Designing the Behaviors That Build Better Banking Relationships

For banks and credit unions competing against fintechs, megabanks, and rising customer expectations, this report offers a practical roadmap for turning customer engagement into sustainable growth.

 

Customer engagement has become one of the most important strategic priorities for financial institutions. Yet most executives still struggle to answer a critical question: Are our engagement investments actually driving growth?

 

Based on interviews with senior leaders at banks and credit unions, this research, commissioned by Swaystack, uncovers how high-performing institutions are transforming engagement from a marketing initiative into a measurable growth strategy. The findings challenge long-held assumptions about onboarding, digital adoption, direct deposit, and customer loyalty while providing a practical framework for building deeper relationships and increasing lifetime value.

Swaystack _Cover

What You’ll Learn in This Report

  • Learn why engagement is not a campaign or communication strategy, but a progression of behaviors that drive relationship growth
  • Discover a practical framework that moves customers from access and usage to expansion and true financial primacy
  • See why traditional measures such as direct deposit may no longer be the strongest indicator of a primary banking relationship, particularly among younger consumers
  • Learn how leading institutions are simplifying customer journeys, improving digital experiences, and creating the behavioral momentum that drives long-term loyalty

Report Stats At a Glance

42%

 

of highly engaged banking consumers hold six or more products with their primary institution, compared to just 3% of unengaged consumers.

4%

 

of community bank customers qualify as highly engaged, while 13% of megabank customers reach this level.

37%

 

of Gen Z and about 40% of Millennials maintain two or more checking accounts, with a third of Gen Zers depositing their paycheck into their second-most-used account.

Ready to See Real Results With Your Financial Institution?

Solutions from Cornerstone Advisors

Cornerstone Advisors - Core Systems - Conversion and Implementation

Digital

We help you drive measurable value from your digital investments. Our expert team partners with you to deliver end-to-end support across your key digital initiatives—from strategy to execution. Whether you're modernizing legacy platforms, optimizing digital contracts or scaling new technologies, we ensure every step is aligned to your business objectives. With decades of experience and deep industry insights, we help you make smarter digital decisions and turn your technology partnerships into a true competitive advantage.

Learn More
Cornerstone Advisors Performance - Image 2-min

Performance

Cornerstone’s Performance solutions provide a wide range of consulting expertise to help clients identify opportunities to increase efficiency and productivity across their entire organization, whether it’s enhancing the digital experience or optimizing payments. We leverage these services with our proprietary tools, including Performance Vault and Analytics Vault. Armed with unparalleled insider data analytics and benchmarking intel, your bank or credit union will gain the confidence to make sound, data-driven decisions.

Learn More
Favicon Cornerstone Adivsors

About Cornerstone Advisors

For over 20 years, Cornerstone Advisors has delivered gritty insights, bold strategies and data-driven solutions to build smarter banks, credit unions and fintechs. From technology system selection and implementation to contract negotiations, vendor management, performance improvement programs, strategic planning, merger integration and enterprise program management, Cornerstone combines its expertise with proprietary data and research to help financial institutions thrive in today’s challenging environment. For more information, visit www.crnrstone.com, connect with us on LinkedIn and Youtube, and subscribe to GonzoBanker® for our opinionated take on all things banking.