The news: Many US adults are disengaged from key aspects of their banking relationships, according to a newly released U.S. News survey.

Zoom in: This disengagement comes despite widespread access to digital banking tools.

• Most consumers are unaware of what they're earning on their savings. More than 42% of respondents don't know their savings account interest rate, and another 30% only have a rough idea—meaning fewer than 3 in 10 know their exact rate.

• A significant share of consumers avoid basic account monitoring. Nearly one-third of respondents said they don’t regularly check their bank account balances due to financial anxiety.
• Financial avoidance is even stronger among younger consumers. More than 44% of respondents under age 45 said financial stress causes them to avoid looking at their account balances.

Why this matters: These findings highlight several opportunities for banks to strengthen profits, engagement, and loyalty:

• Banks may have more pricing power than expected. Most consumers aren’t paying close attention to their savings rate, suggesting that raising deposit rates isn’t a necessary lever for retaining customers. 
• Financial wellness tools could boost engagement. Budgeting tools, cash-flow forecasting, low-balance alerts, and personalized financial guidance may be welcome services for avoidant customers who want to feel more in control of their finances.
• Proactive alerts can strengthen relationships. Automated notifications about spending, upcoming bills, unusual transactions, or potential overdrafts keep customers informed—even if they’re reluctant to monitor their balance independently. This reinforces the bank’s role as a financial partner.

Implications for banks: The popularity of banking alerts may be partly rooted in the financial disengagement illustrated by U.S. News. In EMARKETER’s “US Mobile Banking Emerging Features Benchmark 2025,” consumers ranked alerts as the most valued category of mobile banking features.

Rather than requiring customers to constantly check balances themselves, proactive alerts deliver transparency and control while reducing the burden of financial monitoring. 

Consumers don’t necessarily want more account information—they want help surfacing the information that matters most in a given moment. Banks that strike the right balance will stand out from competitors.

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