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Trends and Predictions 2025: Mid-year review

Date: July 21, 2025
Region: Global
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At the end of 2024, we analysed our insights from over 200,000 consumers and 60,000 businesses globally to identify the key trends set to shape financial services in 2025.

Now, halfway through the year, change is accelerating, and it’s a good time to revisit our predictions.

In this mid-year update, our global experts revisit each trend in a series of short videos, offering fresh insights into how these shifts are unfolding and exploring what they mean for the months ahead. From rethinking loyalty and adapting to volatility, to digital disruption, the rise of the emerging affluent segment, and the evolution of cross-border payments, the future is already taking shape.

Watch the expert videos below and download the full Trends & Predictions report to guide your strategy for the rest of 2025 and into 2026.

1. Winning loyalty in a world of change: Customer retention in turbulent times

As cost-of-living pressures grow, consumers are rethinking their banking relationships – seeking better value, smarter offers and meaningful rewards. In this video Michelle Erdosi explores what’s driving switching behaviour across key markets, and how transparent, personalised loyalty programmes is a way for banks to engage and retain customers, while boosting advocacy in an increasingly competitive environment.

You may also be interested in:

NPS: A global perspective for financial services
The future of credit cards: Why credit card loyalty is under threat

2. The digital edge: Fintech, AI and the future of financial services

Digital continues to reshape financial services at an unprecedented pace, from challenger banks to mobile-first experiences and emerging AI tools. Luke Allchin shares how digital-first banks are gaining ground, mobile is overtaking desktop and AI still faces consumer trust barriers.

You may also be interested in:

Neo to Paleo: The evolution of challenger banks worldwide
A tale of two cities – the rise and future of neobanks
NPS: A global perspective for financial services
The US consumer perspective on the rise of AI in finance

3. Navigating market volatility: the impact of rate shifts on consumer saving and borrowing

Interest rate cuts are reshaping consumer behaviour across global markets, from how people save to how often they switch providers. In this short video, RFI Global’s Chief Product Officer, Alex Boorman, unpacks the latest data and explores what financial institutions can do to retain customers in a volatile, rate-sensitive environment.

You may also be interested in:

From debt to deposits: How US households are responding to rates
Rate cuts and rising expectations: The new UK savings challenge

4. The wealth advantage: The rise of the emerging affluent

The emerging affluent segment is reshaping global financial services. As their wealth grows, so does their influence, driving demand for global diversification, sustainable investing and better value. Stefano Colombu explores why this digitally savvy, high-potential segment is switching providers more often, and how banks can win their loyalty early.

You may also be interested in:

What wealthy consumers want from financial services
Analysing Mass Affluent wallets in the UK and Singapore
What $45 trillion wealth transfer means for firms and families 

5. Unlocking cross-border payments: Driving growth and customer acquisition

Cross-border payments are more vital and complex than ever, and our data shows that one in four businesses worldwide plan to grow internationally. Joseph Sharangparni explores the shifting global trade landscape, the growing role of ecommerce and how providers can unlock untapped opportunities in SME and MME banking.

You may also be interested in:

Transforming fintech, AI and the future of financial services
Opti-channel banking: How to service SMEs smarter

Data-driven insights for financial service leaders

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