CSI Study: 83% of Account Holders Say Life-Event Guidance Would Increase Loyalty

Half of account holders stay because switching feels difficult; 40% have considered leaving after feeling unsupported during a major life event

PADUCAH, Ky.--(BUSINESS WIRE)--CSI, a leading provider of end-to-end financial software and technology, today released its Financial Life Moments 2026 National Study, new research conducted by The Center for Generational Kinetics highlighting the importance of supporting account holders through significant changes in their lives. According to the study, 83% of consumers say they would be more loyal to an institution that successfully guided them through a major life event.

Nearly three-quarters (74%) of U.S. account holders say viewing their finances through the context of life events is more useful than by age or generation. The findings reveal a disconnect between retention and genuine loyalty: 40% have considered switching because they felt unsupported during a major life event, while 51% say they stay with their current financial institution mainly because switching feels difficult.

The findings come as account holders report mounting financial pressure. Two-thirds (67%) say they are more financially stressed today than they were five years ago, while 72% say financial stress has caused them to delay a major life decision.

“Consumers may remain with the same financial institution for years, but retention shouldn’t necessarily be mistaken for loyalty,” said Nancy Langer, president and CEO of CSI. “Stronger relationships come from understanding what customers are navigating and offering relevant products, guidance, and services before they have to ask. CSI’s Customer Intelligence Suite builds on data and AI capabilities to help institutions put that approach into practice.”

“The study shows that understanding and engaging account holders based on life events is incredibly important across generations,” said Jason Dorsey, president of The Center for Generational Kinetics. “These life event insights are a missing link for financial institutions seeking to increase engagement, trust, value, and account holder impact. What was most exciting is that every generation in the study found real value in this approach because it connects with them no matter their unique life path.”

The research also found that major milestones can introduce financial stress consumers do not fully anticipate, underscoring the value of timely support as financial needs change.

“A home purchase, career change, or new child can change an account holder’s financial priorities quickly,” said Chris Cox, executive vice president and general manager of Digital Engagement Solutions at CSI. “Financial institutions that connect the data they already have can recognize those moments sooner and respond in the channel the account holder prefers.”

The research also highlights the importance of delivering guidance across channels. While 60% of account holders are more comfortable managing their finances digitally than speaking with a financial professional in person, human sources remain preferred for important financial decisions. Nearly half (47%) would also trust AI-powered financial guidance from their primary financial institution, suggesting an opportunity to combine technology-enabled insights with personalized support.

Additional findings from the research include:

• 75% want financial guidance tailored to their specific life event or milestone.
• 52% expect their primary financial institution to anticipate their financial needs.
• 71% have hidden their financial stress from family or friends.
• 69% say a major life event has changed how they manage their finances.

The findings underscore the opportunity for financial institutions to build stronger relationships by supporting account holders through significant life events. Doing so requires timely visibility into what is changing in an account holder’s financial life.

Earlier this year, CSI announced Customer Intelligence Suite, which uses AI to find patterns in account activity that may point to changing financial needs. Teams can use that information to identify account holders who could benefit from a particular product or guidance and reach them through digital banking. The Suite also delivers customer data to the marketing, reporting, and other systems institutions already use.

Download the full report for the study’s key findings and analysis, including what they mean for community and regional financial institutions.

Methodology

The national study was conducted by The Center for Generational Kinetics on behalf of CSI. The online survey included 1,000 U.S. account holders ages 21 to 65 and was fielded from June 29 through July 22, 2026. All participants had at least one account at a U.S. bank or credit union. Results were weighted to the 2020 U.S. Census for age, region, gender and ethnicity. The margin of error is ±3.1 percentage points, and differences described as significant were tested at the 95% confidence level.

About CSI

CSI is a leading provider of end-to-end financial technology solutions, helping U.S. community and regional financial institutions compete and grow. Backed by more than 60 years of industry expertise, CSI delivers a comprehensive suite of capabilities spanning core banking, digital banking, lending, payments, risk and compliance, and managed IT and cybersecurity services. CSI gives financial institutions the flexibility to deploy an open, fully integrated core platform or best-of-breed, core-agnostic solutions, enabling them to modernize on their terms. Known for its high-touch service, CSI helps financial institutions navigate disruption, strengthen account holder relationships, and drive growth in an increasingly digital-first financial landscape. To learn more, visit www.csiweb.com.

About the Center for Generational Kinetics

The Center for Generational Kinetics, LLC (CGK) leads primary research for industry leaders and innovators around the world. CGK has led more than 200 custom research studies across industries such as banking, healthcare, and technology. CGK’s team has presented their insights to more than 750 organizations, from technology companies to financial services, retailers, hospitality, and private equity. The firm’s latest bestselling book is Zconomy: How Gen Z Will Change the Future of Business. For more information, visit GenHQ.com