Deposits are shifting as customer expectations rise, Jim Marous discusses

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Ivan Andriyenko

04.05.2026

Deposits are shifting as customer expectations rise, Jim Marous discusses — Banks lag as customers shift deposits

Jim Marous, publisher at The Financial Brand, examines the gap between banks' strategic intentions and customer actions.

He notes that while banks are debating their strategies, customers are already moving, with deposits shifting and expectations rising. Marous discusses these trends with an industry expert in a recent episode, focusing on how intent and action are diverging.

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Marous previously highlighted that digital banks avoid the costs of physical branches, but markets that value trust and community still prefer in-person locations, according to a recent analysis. He also noted that banks may continue to process transactions but risk losing customer attention as competition in retail banking intensifies, based on his earlier commentary. These observations echo concerns about the disconnect between bank strategies and customer behavior.

This material may contain third-party opinions, none of the data and information on this webpage constitutes investment advice according to our Disclaimer. While we adhere to strict Editorial Integrity, this post may contain references to products from our partners.

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