The December 2022 Aite-Novarica Group report examines U.S. consumers’ primary financial relationships, finding that most hold multiple accounts across institutions but maintain long-term ties with a primary provider, often over a decade. Trust, service quality, and convenience drive loyalty, with provider type influenced by age, income, and residential status. Older consumers value branch access, while younger generations prioritize digital tools and wallets. Primary providers capture a large share of savings, payment, and loan accounts, with relationship depth shaped by competitive offerings, product accessibility, and customer engagement strategies.

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