Banking Market Research Trends for 2027: What Banks Need to Know to Stay Competitive

Your customers have more financial options than ever. Traditional banks, digital-only platforms, fintech companies, investment firms — the competition for their attention (and deposits) isn’t exactly slowing down.

And while banks are investing in technology, expanding into new markets and working to strengthen customer relationships, there’s one question worth asking:

Do you actually know what your customers want? Or are you making educated guesses?

As banks plan for 2027, understanding customer expectations, competitive positioning and emerging opportunities isn’t just good practice, it’s a competitive advantage.

Here are five banking research trends worth paying attention to, and the questions market research can help answer.

1. Customer Loyalty: Just Because They’re Staying Doesn’t Mean They’re Staying Put

A customer might have a checking account with your bank, a savings account somewhere else and an investment relationship with a third institution (or platform).

So, how much of that relationship do you actually own?

Deposit growth and competition remain significant concerns for community banks. According to the American Bankers Association’s 2026 Community Bank CEO Priorities survey, 72% of respondents identified core deposit growth as something keeping them up at night.

Questions banks should be asking:

• Why are customers moving deposits elsewhere?
• What makes us their primary (or secondary) bank?
• Which experiences influence loyalty and retention?
• What would encourage customers to deepen their relationships?

How RMS helps: Customer satisfaction surveys, closed-account research, customer segmentation and qualitative interviews uncover what’s influencing financial decisions, and where opportunities exist to strengthen relationships.

The opportunity: Identify the factors associated with attrition, prioritize retention efforts and better understand which customer segments have room to grow.

2. Digital Banking and AI: The Technology Race Is On. But Is It the Right Race?

AI, cybersecurity and data privacy are major priorities for financial institutions. Yet technology limitations, integration challenges and competition from fintech platforms continue to complicate progress.

Here’s the catch: having the latest technology doesn’t automatically mean delivering the experience customers want.

Before investing in another feature, banks should understand what customers actually value.

Questions banks should be asking:

• Which digital features matter most to our customers?
• Why aren’t customers adopting certain services?
• Where are they experiencing friction?
• When do customers prefer AI-powered assistance versus human interaction?
• How does our digital experience compare with competitors?

How RMS helps: Digital experience and UX surveys, product research, concept testing, focus groups and customer interviews help distinguish meaningful customer needs from assumptions.

The opportunity: Prioritize digital investments around demonstrated customer needs, improve adoption and identify where technology can enhance, not complicate, the banking experience.

3. Branch Expansion: Before You Build It, Will They Come?

For banks exploring new markets, a promising location on paper doesn’t necessarily translate into customers walking through the door.

Nearly three-quarters of community banks surveyed by the ABA in 2026 were exploring expansion within their existing markets.

But before committing to a new location, there are a few things worth understanding.

Questions banks should be asking:

• How well known is our bank in this market?
• Would consumers consider banking with us?
• Which competitors already own the relationship?
• What unmet needs exist?
• Where should we expand, relocate or optimize?

How RMS helps: Market feasibility studies, image and awareness research, competitive analysis and consumer surveys provide a clearer picture of market opportunity.

The opportunity: Use research to inform location decisions, identify promising customer segments and build more targeted market-entry strategies.

4. Customer Experience: Every Interaction Counts

A great branch experience doesn’t erase a frustrating mobile banking interaction. And an easy account-opening process won’t necessarily make up for poor customer support.

Customers experience your bank across multiple touchpoints. Your research should, too.

Questions banks should be asking:

• Where are customers experiencing friction?
• Are service standards consistent across branches?
• Which interactions most influence satisfaction?
• What do customers expect from digital versus in-person service?

How RMS helps: Customer experience tracking, transaction surveys, mystery shopping and qualitative research identify strengths, pain points and opportunities across the customer journey.

The opportunity: Pinpoint the experiences that matter most, prioritize service improvements and track whether changes are actually working.

5. Brand Awareness: You Know Your Bank. Does Your Market?

Your bank may offer competitive products, excellent service and deep community connections.

That’s great. But if prospective customers don’t know it, those strengths aren’t doing much to attract new business.

Questions banks should be asking:

• Are we top-of-mind in our market?
• How do consumers perceive us versus competitors?
• What actually differentiates our brand?
• Which messages influence consideration?
• What financial needs aren’t being met?

How RMS helps: Brand awareness studies, competitive research, segmentation and market and product research help banks understand how they’re perceived, and where they can stand out.

The opportunity: Refine positioning, strengthen marketing messages and focus acquisition efforts on the audiences most likely to consider your bank.

Research Isn’t a One-and-Done Exercise. Neither Is Banking.

Customer expectations change. Competitors make moves. New technologies emerge. Markets evolve.

The research you conducted two years ago may not answer the questions you’re facing today.

At Research & Marketing Strategies, we help financial institutions move beyond collecting feedback to understanding what it means, and what to do next.

Our approach connects research across the customer journey:

LISTEN ↔ ANALYZE ↔ ACT ↔ TRACK ↔ REPEAT

From customer satisfaction and brand awareness to branch feasibility, digital adoption and competitive intelligence, RMS brings together the right research methods to help banks make informed decisions.

Because knowing your customers shouldn’t be a guessing game.

Ready to find your bank’s competitive edge?

Explore how RMS helps banks answer their biggest questions—or talk with our research team about what you need to understand next.

Explore Banking Market Research →

Sources: American Bankers Association, Community Bank CEO Priorities for 2026; ABA Banking Journal, Survey: AI, Cybersecurity Top Priorities to Community Banks in 2026.