By Jen Halverson, VP of Customer Experience, Prime46 Research & Consulting
Let’s be honest: financial services aren’t always known for being warm and fuzzy. But in 2025, that’s starting to change. It’s a year for banks and credit units to MIND THE GAP.
Today, customer experience isn’t just a nice-to-have—it’s the competitive edge. In fact, poor customer experience is costing businesses a jaw-dropping $3.7 trillion every year (yes, trillion—with a “T”) according to Medallia. That’s a lot of missed opportunities, broken trust, and frustrated customers clicking away.
Digital transformation? It’s no longer a buzzword we toss around in strategy meetings. It’s a business essential. Seventy percent of financial services organizations are now operating at advanced levels of digital maturity (IBM, 2025). Why? Because customers expect more—and frankly, they deserve more. Seamless, intuitive, consistent experiences across digital and human touchpoints are the baseline, not the bonus.
Big Banks and Bold Moves
Larger financial institutions are leaning into their scale—using data, AI, and automation to create “invisible banking” experiences. Think: Banking-as-a-Service (BaaS), predictive support, and personalized nudges that show up right when you need them. Like Well’s Fargo’s AI app assistant “Fargo”.
But here’s the challenge: the more automated we get, the easier it is to lose the human connection. Relationship-building doesn’t come from a chatbot (no offense to the bots). It comes from empathy, understanding, and actually knowing your customer.
So, the best in the biz are striking a balance: smart tech meets human touch. Automation where it helps. Human support where it matters.
Credit Unions: Small But Mighty
Now let’s talk about the scrappy innovators—credit unions. They may not have the deep pockets, but they do have something just as powerful: trust, loyalty, and community.
Through initiatives like “Challenge 2025” from the World Council of Credit Unions, they’re embracing transformation with a focus on digital channels, shared platforms, data, and risk. And with 92% of financial institutions integrating fintech solutions (Defi Solutions, 2025), credit unions are making strategic partnerships to level up fast—without losing sight of their roots.
Super apps like Credit Union Sauan Sibarrung’s CU SuperApp are proof that innovation and human-first values can coexist.
A first-hand example of this Wings Credit Union’s “Personal Teller Machines”. In-facility machines that you can interact with autonomously, or, with the tap of a button, can speak digitally face-to-face with a teller who is always ready to help.
Strengths, Gaps, and the CX Tightrope
Both large institutions and credit unions are walking a similar tightrope—trying to balance innovation with authenticity. The gaps? That’s where the magic (and the mess) tends to live.
Big Banks:
• Strong in AI, infrastructure, and automation.
• At risk of losing the personal touch.
Credit Unions:
• Deep customer loyalty and trust.
• Slower AI adoption—only 15% are using AI for loan decisioning.
The challenge for everyone: make it easy, make it personal, and make it matter.
4 Trends Defining CX in 2025
- Hyper-Personalization – Customers don’t want blanket offers; they want you get me experiences (Medallia, 2025).
- Predictive Support – Anticipate problems before they become pain points (Lucidworks, 2025).
- Mobile-First Banking – 73% of customers say it’s their primary channel. If your app isn’t great, your CX isn’t great (Forrester, 2025).
- Security & Trust – Fancy features mean nothing if people don’t feel safe using them (Kaufman Rossin, 2025).
What to Do About It
If you’re in financial services, here’s your short list for staying relevant:
- Omnichannel Isn’t Optional: Customers expect seamless journeys across devices and platforms.
- Use Your Data: AI and analytics can help you deliver proactive, personalized experiences.
- Automate and Connect: Let tech handle the simple stuff, and save humans for the moments that build trust.
- Keep Evolving: Stay agile. Test often. Listen to customers (really listen).
Final Thought: The Heart of It All
Here’s the thing: the future of CX isn’t about shiny tech or trendy platforms. It’s about using those tools to create real, human-centered value. Whether you’re a big bank or a local credit union, the goal is the same—build trust, meet needs, and make people’s lives just a little bit easier.
Mind the gap. Listen better. Lead with empathy. That’s how we transform customer experience—and that’s how we win.