2025 US Financial Institution Customer Acquisition Report

As financial institutions face increasing competition from digital-first challengers, acquiring new customers has never been more urgent. Coupled with shifts in consumer credit behavior and heightened regulatory scrutiny, it is imperative for organizations to rethink how they attract new customers and uncover innovative opportunities for growth.

While upselling and cross-selling to existing customers still plays a vital role, these practices alone may no longer suffice. Instead, institutions are increasingly turning to data—both traditional and alternative—to reach prospective customers with the right offer at the right time. However, leveraging data presents its own challenges.

To help finance organizations understand and stay ahead of such shifting dynamics, the 2025 US Financial Institution Customer Acquisition Report provides insights from 150 acquisition strategy experts across the US for a data-backed view of how the industry is evolving in the face of new pressures and possibilities.

Download the report.

Sharpen your competitive edge with key insights into acquisition trends

As traditional approaches may no longer be sufficient, many institutions are struggling to identify and engage prospective customers. Those leveraging alternative data are positioned to capture a meaningful advantage.

Read the infographic for highlights on how financial institutions are evolving to acquire new customers:

• Increasing marketing data investments
• Barriers to acquisition success
• Advanced targeting and segmentation techniques
• Metrics as benchmarks of campaign success

Download the infographic.