The findings: A recent Openbank survey revealed that most US banking customers want to prioritize their savings in 2026.

• 76% listed savings as their top financial goal this year.
• 88% hope to apply their tax refund toward this goal in the near-term.

The product: Many customers are relying on high-yield savings accounts for support, which is good news for banks looking to attract and retain customers:

• 84% of account owners say the interest they earn is meaningful to their financial situation.
• 79% say they wish they’d opened such an account earlier.
• 91% say they’d recommend the accounts to friends.

Implications for banks: Tax refund season creates a timely opportunity to position high-yield savings accounts as a way to make incoming funds work harder. With 43% of young consumers unsure which financial products support their goals, institutions that guide them to the right solutions can build early trust and loyalty.

But many banks will likely recognize this opening, making for a competitive moment: Strong satisfaction and advocacy among existing high-yield account holders suggest consumers are willing to move funds—and encourage others to do the same. Banks that fail to actively promote these offerings risk losing deposits to more proactive competitors.

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