STATE OF THE FINANCIAL CONSUMER: 2026 ANNUAL REPORT

The Future of Banking Is Personal.

Over 1,000 voices. Real Insights. A clearer picture of the financial consumer.

State of The Financial Consumer: 2026 Annual Report

La Macchia Group's expert insights team surveyed 1,100 consumers to dive into the growing demand for financial education, personalized guidance, meaningful human connections, and thoughtfully integrated technology. The findings provide a clear picture of what consumers are considering valuable in today's banking experience.

• Financial Utilization: How are consumers wanting to interact with their financial institution? Does the physical location still matter?
• Financial Education: Are consumers expecting you to provide financial education? Where are people turning for advice regarding their finances? What is stopping people from visiting the branch for guidance?
• Personalization: Are personalized recommendations from a FI wanted or expected?
• Technology Integration: Is branch technology integration important to you? What kind of technology would benefit you as a consumer the most?

The opportunity for financial institutions extends far beyond offering products and processing transactions. Consumers are looking for trusted partners that provide financial education, personalized guidance, and meaningful human connections, supported by technology that enhances the overall experience. Explore our findings now to position your financial institution for long-term success. Whether you're planning your next branch or strengthening customer relationships, these findings provide a roadmap for meeting the expectations of today's consumers while preparing for tomorrow's.