Digital banking is reaching a point of no return. For years now, the trends have been pushing at greater speeds toward digital innovation, with customer preferences firmly shifting in favor of faster and more varied digital service options. Across demographics, the experience needs to be omnichannel – meaning that customers enjoy a flexible, seamless, and streamlined service on the digital channel (or in-person one) of their choosing.
However, there are still plenty of questions, challenges, and uncertainties that are standing in the way of true digital transformation. The current state of digital banking is defined by interplays between challenges and opportunities; speed and caution; and technology and traditional, in-person authenticity.
Online banking service statistics reveal a lot about our current context and the successes and failures that are shaping the new face of digital services in the finance sector.
Key trends at a glance
The statistics below will be discussed in more detail throughout the article. Here’s what you need to know at a glance. Read our digital banking trends article for more in-depth insights.
| Area | Statistic | Insight |
| Customer loyalty | 62% report an “effective” banking experience; only 48% find it “emotionally positive” | Emotional engagement remains weak |
| 58% of customers believe their bank fails to resolve queries promptly | Response speed is critical for satisfaction | |
| 60% of customers rate advanced mobile banking features as only “average” | Opportunities exist to enhance mobile UX | |
| Digital transformation | 71% of global businesses are now digital | Strong sector-wide progress |
| 53% of banking executives still working on improvements | Transformation remains incomplete | |
| 77% of executives prioritize revenue generation as main goal of digital initiatives | Revenue growth drives investment | |
| Branch usage | 72% of customers use branches as often as last year | Physical branches remain relevant |
| 38% consider branches indispensable | Trust and presence matter | |
| 64% want self-service tools at branches | Demand for tech-enabled in-person service | |
| AI in banking | Productivity could rise 22–30%, revenue up 6% | AI delivers efficiency + growth |
| AI underwriting: up to $250,000 loan automation; 32% drop in credit card delinquencies | Risk management improves | |
| Personalized AI products = 5× higher CTRs | Engagement benefits |
Customer loyalty in banking
In previous years, we reported that, according to Forrester, while 62% of banking customers say they’ve had an “effective” experience, only 48% said it was “emotionally positive.”
This lack of an emotional response is continuing to be an issue, one which can be traced to failure in customer engagement and retention.
In 2025, this is becoming more prominent and customer relationships are proving difficult to maintain once the bank account has been created. One report sums this up as, “Banks risk building leaky buckets through the front door but silent attrition out the back”.
To overcome this, banks should first ensure that customer queries are dealt with in a timely manner. This remains the most important element in customer satisfaction, and one that 58% of customers believe their bank is failing to achieve.
Mobile banking usage is proving popular and mobile banking services are excelling in terms of transactional features, but more advanced features are still perceived as “average” according to 60% of banking customers.
The dominance of mobile banking appears to be consistent across EU countries, with it now being the most used channel for both research and purchases of banking products. Research rates range from 62% (France, UK) to 83% (Spain, Poland, Romania). Purchases through digital banking channels are also very high, typically above 60%, peaking at 79–82% in Spain, Romania, and Poland.
This demonstrates that there are many opportunities still available for banks to better leverage their mobile experience.
Areas of progress in digital banking platforms
Overall, the banking sector has achieved reasonable levels of digital transformation. In total, 71% of global businesses are now digital, although 53% of surveyed banking executives claim their organization is still working on improving their digital transformation efforts by implementing more advanced financial technology.
These initiatives are primarily focused on increased revenue generation – according to 77% of surveyed executives. Aside from this, decision makers value improved customer experiences, increasing operational resilience, and strengthening regulatory compliance.
Last year, executives identified digital banking solutions as their top investment priority for 2024, something we can expect to continue into 2025.
Some traditional banks are falling behind
However, some banks are still lagging behind in this regard. Incredibly, there are still traditional banks (if just 1%) that have no interest in digital transformation, with a further 8% currently without implementation plans.
A reported 10% have only got their initiatives in the planning stage, which brings the total to 19% of surveyed banks who are behind where they need to be.
The reason for the lack of progression is challenges surrounding the strategy, with 33% claiming that this is holding them back, alongside 29% and 27% of respondents who say that data and project management are affecting progress.
New explorations of physical and digital experiences
In 2025, we’re seeing a further blending of the physical and digital to get a leg up on rival banks and better respond to customer demands.
Physical branches hold their footing
Bank branch closures began to even off last year and we are increasingly seeing a harmony with the number of branches matching customer preferences. For example, this JD Power report revealed that 72% of customers will use their local branch at a comparable frequency to the previous year, and 38% consider branches to be indispensable – a trend that is expected to continue.
Alongside offering access to banking services for rural communities, branches are being shown to be indispensable in securing customer trust during times of crisis. A report on the Silicon Valley crisis a few years ago found that institutions with strong branch networks were better able to weather the storm.
Ongoing branch operations
In terms of everyday uses, customers state that they would prefer more in-depth services at their physical branch locations. The most requested is self-service tools, with 64% of customers expressing a preference for them. Another 44% are leaning towards higher levels of co-working options, and 31% want a more immersive and personalized experience. What’s more, almost 59% of the respondents would respond to a higher offering of lifestyle products at their branch.
The fact is that customers still prefer in-person assistance for complex financial products like mortgages. Research indicates that only 39% of consumers are comfortable obtaining a mortgage online, demonstrating the continued need for human support in these situations.
While customers have typically preferred to make large financial decisions in person, there are indications that this is changing. For example, in France, approximately 25% of digital consumers now discuss potential new financial products with their advisors using remote channels such as video calls, voice calls, live chat, or email. Furthermore, nearly 30% of digital product purchases in France are completed with digital signatures. Regardless of the specific channel used, the ease of access to the human touch remains a key factor in customers’ decision-making processes.
For more insight into the future of bank branches, download our ebook!
Remote branch channels
A new phenomenon of remote branch visits is likely to become more important as the line between digital and physical experiences continues to blur. Currently, remote access to branch staff plays a modest but notable role throughout Europe, especially in Italy (17%), Portugal (14%), and Spain (14%) for purchases. Other countries show single-digit use, highlighting regional differences in adoption of hybrid service models, although this may change as it becomes more common.
An increase in mobile banking users
Whether influenced by trust issues, technological constraints, or behavioral hangovers from traditional banking methods, digital banking users have been hesitant to use mobile applications for intricate financial transactions or activities.
This appears to be changing, however, as customers become more comfortable with mobile banking apps and internet banking tools even for complex tasks.
According to Forrester, in 2022, 51% of relevant UK adults with internet access researched taking out a loan on a smartphone – a notable increase from the 34% recorded in 2021.
Notably, 34% of applicants completed the loan application process using their smartphones, with an additional 14% opting for the mobile app route .
It is becoming increasingly apparent that there is a growing reliance on mobile banking apps. Mobile banking is of course a prerequisite for financial services, and so the competition is now moving to superior user experience. Financial organizations that can deliver a seamless, unified, and comprehensive experience are set to stand out in the coming year.
Instead of simply offering a mobile option, digital banks and traditional ones alike should prioritize enhancing the mobile experience. This could include mobile banking features like easier access to preapproved loans on mobile devices or implementing Co-Apping for agents.
Enhanced mobile collaboration
Co-Apping is a collaborative tool that enables agents and online banking customers to browse the app, review documents, and conduct research together in real time.
An Unblu customer recently reported that their agents initiated 300,000 Co-Apping sessions to address customer issues in the first year of implementation, compared to around 65,000 traditional Co-Browsing sessions during the same timeframe.
Generative AI: Challenges and opportunities
The impact of Generative AI on the financial services sector and the banking industry as a whole includes significant productivity and operational cost efficiency improvements. In retail banking, for example, productivity could rise by 22-30%, with a 6% revenue increase.
Major use cases for artificial intelligence in banking are expected to include loan underwriting automation (up to $250,000) and a 32% reduction in credit card delinquency rates.
AI-driven personalized financial products have seen a fivefold increase in click-through rates, according to Deloitte. These figures suggest that AI’s effectiveness will improve customer engagement in the future.
However, the anticipated impact of these new AI-generated capabilities is a greater focus on distinctly human skills in the banking industry, especially in key areas. Deloitte states that “Generative AI redefines the role of human workers towards oversight, design, and customer interaction, while expanding processing capacity at a much lower cost.”
One example of this is with the Italian bank BPER, which has adopted a hybrid approach that balances digital banking capabilities with human intelligence for more human banking interactions – and with promising results. The bank reports that cross-sell opportunities experience a 65% increase in the conversion rate when an agent is present, moving from just 10% with a fully tech experience to 75% when a human is involved.
Online banking usage and Unblu
The changing context in digital banking is proving challenging for traditional banks and digital banks alike. Online banking statistics and consumer demands are clearly showing that digital banking services must be exceptional to meet customer expectations.
The fact is, the number of digital banking channel users is growing and providing top conversational banking capabilities is the only way to ensure customer satisfaction. Of course, this is easier said than done. The nature of competition is moving more towards the granular level, with mobile banking services, digital tools, digital platforms and more having to offer a greater service experience to stand out. Combined with enhanced focus on security measures and regulations, the digital banking landscape is undoubtedly complex.
That said, the banks that are able to keep ahead of digital banking trends and offer convenient access to support will gain the loyalty of digital banking users and succeed in 2025.
Interested in finding out more?
