Banks are entering H2 2026 with more ways to win customers—and more ways to lose them. As financial relationships fragment and AI becomes a financial gatekeeper, banks must find new ways to stay at the center of the customer relationship.

Key Question: What trends will impact banks’ product and marketing strategies in H2 2026?

Key Stat: Banks are still consumers’ primary deposit provider, but the relationship often ends there. More than half of consumers get their mortgage (57.1%) and investment account (61.4%) from another provider, per our October 2025 survey, making relationship expansion a bigger competitive challenge than deposit acquisition.