Ten critical insights for US financial services leaders going into 2027

Forward-looking intelligence from Innovation Monitor, a survey of over 4,000 US consumers across the industry’s most important topics.

Financial services leaders face an increasingly difficult challenge: understanding how consumers are responding to market change and what they expect next. AI is influencing how consumers research and make financial decisions. Digital experiences continue to raise expectations. Customers are spreading their financial lives across multiple providers, while new technologies, payment innovations and evolving attitudes towards trust are creating both opportunities and risks for financial institutions.

To help financial institutions stay ahead of these trends, RFI Global created Innovation Monitor, a biannual study of over 4,000 US consumers. Developed in collaboration with leading financial institutions, the research explores ten critical topics that are updated each wave to reflect changing market priorities and emerging customer needs.

In this booklet, we share ten standout insights from the latest wave of research, including:

• How AI is already influencing financial decisions
• Why branches remain important for higher-stakes decisions
• Consumer readiness for agentic commerce and AI-led payments
• How fraud affects trust, loyalty and provider choice
• The growing use of fintechs, digital banks and alternative investments

Download your complimentary copy of the booklet and explore what changing consumer behaviour could mean for your 2027 priorities.