None of that matters if your customers feel like they’re paying too much.

In our survey of 1,031 American financial consumers, 24% said fees and charges are the top reason they would leave their primary financial institution. That’s number one — ahead of poor customer service, ahead of better rates elsewhere, ahead of losing access to a physical branch.

THE COMPETITIVE THREAT IS REAL

National banks and fintechs know exactly what they’re doing when they advertise zero-fee checking accounts and high-yield savings rates. They are speaking directly to the 24% of your customers who are already thinking about it. And unlike your community bank or credit union, they have nine-figure marketing budgets to make sure that message is impossible to ignore.

The answer isn’t to out-spend them. It’s to out-communicate them.

PROACTIVE RETENTION COMMUNICATION

The institutions that lose the fewest customers to rate and fee competition aren’t necessarily the ones with the lowest fees. They’re the ones that communicate their value equation most proactively. Regular, honest messaging about your fee structure — what you charge, why, and what it pays for — defuses the ‘I’m paying too much’ narrative before a competitor can plant it.

Rate competitiveness messaging, loyalty acknowledgments, new product announcements, community impact stories — these aren’t nice marketing touches. They are retention tools with a direct ROI calculation: every customer you keep is one fewer acquisition you need to fund.

Know your churn triggers. Address them before a competitor does it for you.

WANT THE FULL PICTURE?

The 2026 American Financial Consumer report covers every stage of the customer journey, from first brand impression through referral, with data broken down by generation, income, and geography.

And when you’re done reading, let us show you how your institution looks through the eyes of AI.