Despite growing demand for product personalization, most banking customers are underwhelmed by the personalization they receive, underscoring a gap between between customer expectations and what banks are delivering in experience, according to a new study by Hong Kong-based strategy consultancy Quinlan and Associates in partnership with management consulting company Synpulse.
The study, which polled nearly 150 consumers in 2025, found that nearly three quarters (74%) of banking customers consider personalization critical to their banking experience. Yet 71% of those who value personalization say they have either not experienced it or are dissatisfied with what they are receiving. This suggests that, despite strong demand, only a small minority actually receive tailored experiences that meet their expectations and deliver real satisfaction.
Additionally, less than half (44%) of the customers who consider personalization important have actually experienced it at all. This reveals that many banks are still not equipped to provide meaningful, individualized value, suggesting that personalization remains an under-stated priority.
