If you’ve been feeling like you’re working twice as hard to move the needle on deposits lately, you’re not alone. While deposit growth and customer acquisition remain the top priorities for bankers, our latest Banking Outlook research suggests that the “how” of winning those balances is shifting. John Rountree, ProSight’s head of client engagement, and Research Intelligence Expert Mark Riddle recently dug into the data from 1,000 consumers and 100 financial institutions to find out where the money is actually moving.
The battle for deposits is becoming a K-shaped fight. Survey results showed a stark divide between “mass market” households—those with under $100,000 in investable assets—and “wealthy” households with over $500,000. While the mass market represents nearly half of all households, they hold just 11% of deposit balances. On the flip side, wealthy households control 61% of the total balances. “A lot of the growth in new accounts comes from younger folks who have … disproportionately less money, and lower balances,” Rountree said. For many institutions, the challenge in 2026 isn’t just winning accounts; it’s winning the right accounts to drive balance growth.
Primacy is the secret to anchoring up to 70% of a customer’s cash. If you aren’t the primary financial institution, you’re likely fighting for the leftovers. Survey data shows that most consumers hold north of 50%, and often approaching 70%, of their total balances at their primary financial services organization. While people spent the last two years chasing yield at different institutions, we’re seeing that money finally come “back home.” For most customers, that primary relationship is defined by where they have payroll direct deposit and the account they use for a majority of their daily transactions.
Mobile fatigue is showing up—and so is frustration with constant digital change. ProSight found a significant gap this year: 45% of bankers rate their in-person experience as excellent, but only 8% say the same for digital. Surprisingly, the solution isn’t necessarily more features. The top consumer frustration found in 2025 was that technology simply changes too often, leaving users feeling like they have to continually relearn their banking app. Instead of another refresh, customers are asking for 24/7 support to help them navigate the tools they already have.
The branch remains the most reliable closer for complex needs. Despite the heavy industry push toward digital, Riddle said roughly eight in 10 consumers still want a branch close by. While daily transactions and simple tasks have moved to the phone, the branch is where high-value interactions happen—like seeking advice, opening a new investment account, or resolving difficult problems. “The branch is not dead,” Riddle proclaimed. It remains the channel of choice for the critical tasks that still require a human element.
Standout growth requires a blunt approach to rates. When asked how some institutions are managing to grow deposits faster than peers, Riddle’s response was direct: “How do you get 4% growth? I’m going to say you pay the rate” that attracts depositors. Whether it’s promotional savings, money markets, or CDs, there simply isn’t a magic shortcut to winning balances. ProSight benchmarking reinforces this, showing a direct link between payout levels and growth speed. As Rountree noted, “Those that are paying more, either with higher rates or cash incentives, are the ones that are growing faster than the average.”
