The September 2022 Aite-Novarica report A Field Guide to Demanding Commercial Borrowers: And How to Retain Them by David O’Connell examines the behaviors, preferences, and loyalty challenges of commercial borrowers. It highlights their need for diverse loan types, limited loyalty to primary lenders, and reliance on multiple financial institutions. The study explores factors influencing retention, such as competitive terms, attentive service, and strong relationships, while warning of disintermediation risks. It emphasizes the importance of innovation, understanding borrower needs, and delivering differentiated value to secure long-term relationships in a competitive lending environment.

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