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How consumer behavior is redefining the future of financial services

Date: September 24, 2025
Region: North America
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Luke Allchin, Insights Director at RFI Global, joins Jim Marous on The Banking Transformed podcast to examine the latest US consumer banking trends. Drawing on insights from MacroMonitor, the most comprehensive survey of US households’ financial behavior and attitudes, they discuss the forces driving change across digital banking, financial advice, and consumer trust.

Digital transformation in banking continues to accelerate. Mobile banking apps are now surpassing traditional channels, while AI in financial services is at a crucial inflection point between promise and practical application. At the same time, social media has become a key gateway for financial decisions, with more consumers turning to these platforms for information and to aid product choice.

After years of digital self-service, Americans are once again seeking human financial advice—at the highest levels since the 2008 financial crisis. Challenger banks are gaining traction, while alternative financial options are making a comeback, reshaping how households approach saving, investing, and managing money.

Looking ahead, Luke predicts 2026 will be a turning point—dividing digital natives from digital laggards—with trust becoming the ultimate currency in financial services.

Topics discussed include:

  • The top trends reshaping US financial services
  • How accelerated digital banking adoption and AI are changing consumer behaviour
  • The financial challenges impacting households today
  • The growing influence of social media in financial decision-making
  • Why mobile banking is overtaking desktop channels
  • The growth of challenger banks in the US market
  • The renewed role of financial advice demand in consumer finance

Key insights include:

  • 44% of US households now use social media for financial insights—up from 28% in 2022.
  • 41% express doubts about bonds, while nearly 1 in 5 plan to invest in mutual funds—many for the first time.
  • 77% use mobile apps monthly to manage their money—up from 60% in 2022.
  • Two-thirds of households seek financial guidance—the highest level since 2008.
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Podcast resources

Planning for 2026: Trends US financial institutions can’t afford to miss

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Planning for 2026: Five US consumer trends financial institutions can’t ignore

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