What drives primacy with today’s consumer?

Discover what consumers believe is needed for bank account primacy, and what really motivates them to switch.

Insights gleaned from Pinwheel’s exclusive research:

  • What digital products drive consumers to switch banks?
  • What are the top three reasons consumers open a bank account but never use it?
  • How effective are account opening incentives?


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Learn what personalized products and services motivate consumers to switch banks

Pinwheel conducted an online survey in February 2024, polling over 500 employed US consumers. The survey aimed to understand their motivations and sentiments towards account primacy, the importance of time-saving digital products, and the reasons they open new bank accounts.

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Pinwheel’s income data insights support better financial services

Our products support innovation in the financial industry with Verify and Earnings Stream, two API solutions that use payroll data connectivity to enable financial service providers to access real-time income data and support improved processes and new services.