People, as is often observed, do not change their primary bank that often. Kearney’s data from its annual European Retail Banking Radar shows that more than two-thirds (73%) of European bank clients have kept their primary account at the same institution for five years or longer. Over half of all Europeans (55%) still bank with only one institution and only one in five (19%) respondents who had changed their primary banking relationship in the previous five years had switched to a “challenger’ (ie, a digital bank or a fintech). The fact is that customer loyalty (or, frankly, customer inertia) benefits banks greatly. and helps them to fight off competition.
Interestingly, within Europe, it is UK consumers who appear the most fickle, with almost a sixth of them changing their bank accounts in the past year and almost two-thirds of them now have accounts with multiple providers. A combination of the Current Account Switching Scheme (CASS), which makes it easy to transfer obligations to a new account, and the wide range of significant incentives (with bonuses in the £150-£200 range) and rewards mean churn across the market. There are plenty of web resources showing consumers just how much money they can make this way. In way, it is not surprising that so many people do it, but that so few do it because they do not have the time, the financial literacy or the inclination to go through account opening and processing.