Banks are gradually improving speed, control, and transparency in mobile banking—but as expectations rise, incremental updates won’t cut it. Our ninth annual study reveals where real-time innovation can still set new leaders apart.

Fintechs, big tech, and payment players are using genAI to redefine finance. To compete, banks must pair strategic genAI investment with hyper-personalization and human support to earn customer trust and loyalty.

Citi’s Strata Elite rollout has been pockmarked by poor customer service, per a report by The Wall Street Journal. Amex’s Platinum and Chase’s Sapphire Reserve products look increasingly desirable as competitors fumble their entrance into the premium space. To win over former Strata Elite cardholders, Amex and Chase should advertise their card portfolios’ solid customer service performance records in combination with their impressive reward packages. In addition, both issuers should highlight their cards’ travel rewards compatible with flying American Airlines. Former Citi cardholders may have joined specifically for AA frequent flier benefits, making travel rewards preferences critical for those members who might switch to a new product.

Citi mandated AI prompt training for most of its employees, per the American Banker. Citi’s head of technology noted that so far this year, Citi employees have input more than 6.5 million prompts and reduced time spent on some tasks by orders of magnitude. Fourteen percent of financial services companies worldwide have already benefited from their investments in generative AI, per Broadridge, and another 54% expect payback in no more than 1-2 years. The banking industry’s pivot over the past three years from fear of the unknown to seeking benefits will pay dividends in the long run.

The news: Citi Wealth has launched AI-driven tools for employees aimed at improving client communication, per a press release. Our take: AI platforms will deliver the greatest impact when banks shift them from passive information repositories to active drivers of business growth. This will require integrating the tools with other systems. For example, an AI assistant could automatically draft personalized client emails in response to a market event identified by Advisor Insights. A human advisor could then review and send the emails. This level of integration would increase the speed of personalized outreach, giving banks a competitive edge in maintaining and growing client relationships.

The news: Citigroup unveiled the Citi Strata Elite Card, its new premium card, per a press release. However, its rewards package lacks some of the flexibility that its peer card, Sapphire Reserve, holds in travel booking. While Reserve cardholders are more handsomely rewarded when booking through Chase travel platforms, members still receive points for booking travel directly—Strata Elite members lack that privilege.

The news: Most big banks reported better-than-expected profits for Q2 2025, per Reuters. Our take: These strong Q2 earnings show that big banks are capitalizing on opportunities—but they’re not letting their guard down. We’ll see that continue as banks tap new revenue streams given a relaxation of financial regulations, like JPMorgan charging fintechs for customer data. With risks like more tariffs, deficits, and geopolitical tensions looming, banks will likely stay disciplined on costs and risk exposure. To stay ahead, banks should double down on tech-driven efficiency and monetization strategies that can scale regardless of market headwinds.

Citibank is undertaking a major brand refresh through a bold new marketing strategy aimed at boosting relevance and customer engagement. Chief Marketing and Content Officer Alex Craddock outlined a comprehensive overhaul, including hiring specialized marketing talent, unifying wealth management services, and building a new brand platform targeting globally minded “change-makers.” The bank is shifting toward a data-driven, personalized approach using genAI and enhanced cross-channel content. Rather than incremental changes, Citi is reimagining its entire strategy to deliver more impactful, client-focused messaging—signaling a major pivot to a modern, cohesive, and insight-led marketing future aligned with its global presence.

Our eighth annual study reveals which of the 10 largest US banks lead in mobile app innovation, based on an exclusive survey of which features mobile banking users value most.

Six banks made Interbrand’s top brand ranking for their financial performances, influence, and brand strength.

Though most experienced drops in profit, big banks’ investment banking income helped them beat analysts’ expectations.

We explore how leading financial services companies are using it to improve efficiency and the customer experience.

Leading cash-back credit cards need to drive acquisition in a cutthroat segment of the card market. Our exclusive consumer survey data reveals which emerging features issuers should invest in to win over customers.

Though still in draft form, the new framework can help banks navigate the next steps for safely incorporating the technology.

Our third annual study reveals which account opening features US consumers value most, based on our exclusive survey.​

Profits dropped when big banks got the bill for last year’s banking crisis—along with some other expenses.

Our seventh annual study reveals which of the 15 biggest US banks lead in mobile app innovation—a significant factor in attracting mobile-forward Gen Z—based on an exclusive survey of which features 1,895 mobile banking users value most.

Leading cash-back credit cards need to drive acquisition in an increasingly competitive segment of the card market. Our exclusive consumer survey data reveals which emerging features issuers should invest in to win over customers.

In 2023, 92.3% of the 5.2 million accounts opened digitally will be with incumbent banks. Even Gen Zers—the main source of account opening growth—will largely opt for trusted institutions. Neobanks will be left in the dust, especially as fintechs and Big Tech siphon away customers.