The news: U.S. Bank is making it easier for consumers to move their banking relationships from competing institutions, per a press release.

Payment Switch lets customers transfer eligible recurring bills and subscriptions to a U.S. Bank debit or credit card directly through its mobile app, without visiting individual merchant websites. Combined with the Easy Switch platform—which helps customers open accounts and redirect direct deposits—the bank wants to eliminate common pain points getting in the way of customer acquisition.

Why it matters: About 10% of US banking consumers say switching banks is too much work, rising to 11.2% among traditional bank customers, according to EMARKETER’s survey. Fourteen percent are considering switching their primary bank within the next 12 months, while 6.7% have already decided to do so.