Ten critical insights for US financial services leaders going into 2027

61% of US consumers have already used AI for financial tasks. Use is spread broadly across different financial activities, indicating that AI is becoming part of how consumers research, evaluate and make financial decisions. However, only 43% are comfortable sharing financial information with AI tools, underlining the importance of trust and human support.

50% of US consumers would let an AI agent place an order and pay on their behalf, rising to 71% among those already using AI to shop. Interest is strongest among younger and emerging affluent consumers, but adoption will depend on clear controls, appropriate approvals and easy refunds when something goes wrong.

Yes. 38% of recent financial services buyers used a branch during their journey, rising to 50% for mortgage applications and 47% for investment accounts. As routine banking moves online, branches remain important for advice, reassurance and confidence during higher-stakes financial decisions, particularly among younger consumers.

43% of US consumers experienced at least one type of fraud in the past year. Although 77% of victims were satisfied with their bank’s resolution, 76% of satisfied victims switched banks or considered switching, compared with 42% of consumers who experienced no fraud. Effective resolution matters, but preventing fraud is more valuable for protecting long-term customer relationships.

Use of non-traditional providers is now mainstream: 83% of US consumers currently use at least one. The finding reflects an increasingly fragmented financial services market in which customers are willing to look beyond traditional institutions for products and services, increasing the challenge for financial institutions seeking to maintain more central customer relationships.