2026 Caring Banks & Credit Unions Study

The Authenticity Deficit: Consumers Crave Human Connection in a Digital World

The Community Premium: Local Banks & Credit Unions Win on "Care"

KEY TAKEAWAYS — Banks and credit unions are racing to automate everything, but RivalMind's 2026 Caring Banks & Credit Unions Study℠ reveals what Americans actually want: convenience for the easy stuff, and real people for everything else.

The tension is real. Consumers expect digital tools to work flawlessly for routine tasks. But loyalty? That comes from fair pricing, fast problem resolution, and honest communication. And despite the industry's AI push, trust in artificial intelligence remains remarkably low. Many consumers find "care" closer to home, as 35% of consumers cited community involvement and local sponsorships as a top factor that would persuade them to switch banks or credit unions (CUs).