The April 2025 report explores how financial institutions can align authentication strategies with customer personas to balance security and user experience. Traditional username-password methods are declining, while biometrics like fingerprint and facial recognition are gaining popularity, especially among younger users. Consumers want control over authentication, with up to 80% preferring active participation over passive security measures. Four U.S. personas—Active Guardians, Casual Users, Security Delegators, and Security Perfectionists—reflect distinct behaviors and preferences. Persona-based approaches can improve adoption, reduce friction, and enhance trust in digital channels.

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