In today’s financial landscape, digital account opening (DAO) has evolved from mere convenience to a competitive necessity.
While DAO remains the front door to long-term accountholder relationships, far too often, that door opens without ever being walked through. The challenge of transforming new accounts into funded, active partnerships persist even as financial institutions streamline onboarding.
Opening the account sets the stage, but the real relationship begins with account funding.
The Persistent Funding Gap
This isn’t a new challenge – but it’s one that’s becoming harder to ignore.
Since at least 2020, banks and credit unions have struggled with high rates of unfunded accounts, even as digital account openings surged. Fast forward to 2025, and the issue hasn’t improved – it’s just more visible. According to the Financial Brand, 48% of applicants abandon onboarding before completion, and many who do finish never fund their accounts.
Furthermore, BAI’s 2025 analysis backs this up: indicating friction in onboarding directly correlates with low deposit balances and weaker engagement.
Why Funding Still Matters – and How to Make It Happen
Funding isn’t just a transaction – it’s the first sign of trust and the gateway to engagement and loyalty.
Even with smoother onboarding experiences, many banks and credit unions still struggle to convert opened accounts into funded ones. Friction – whether technical, procedural, or emotional – continues to stall deposits and stall engagement.
To bridge this gap, it’s not enough to optimize account opening. You need to design for the funding moment itself – not just account creation. That means:
- Real-time nudges when users pause or abandon the onboarding process before depositing. This might look like: “Your account is almost ready. Add a deposit today and get started with mobile banking in seconds.”
- Purposeful prompts that make the first deposit feel meaningful not mandatory. For example: “Set yourself up for success. Add funds now so your card is ready when you need it.”
- Instant funding options at signup, like real-time payments or linked external accounts to remove friction and encourage immediate action.
These tactics reflect a clear evolution from where the industry stood in 2020.
Back then, the focus was simply getting accountholders through the door. Today, the priority has shifted to helping accountholders not only settle in – but stay. By shifting from a “get them in the door” mindset to a “help them settle in” approach, you can turn opened accounts into funded accounts – and therefore stickier – relationships.
Building Sticky Digital Relationships
Sticky relationships don’t start with a checking account. They start with value.
Financial institutions that integrate humanized digital experiences – like intelligent messaging, guided onboarding, and meaningful follow-up – build stronger emotional connections from day one. In fact, SolomonEdwards reinforces this approach, recommending a 90-day engagement plan post onboarding. The idea? Treat onboarding like a ramp, not a ribbon-cutting – because real relationships take time to build.
This strategic shift from acquisition-focused marketing to relationship-driven engagement is at the heart of the most successful DAO programs in 2025.
A Generation That Won’t Wait
Younger users (particularly Gen Z) expect DAO experiences to be intuitive and mobile-first.
But it’s not just about convenience. It’s about immediate value. When serving a generation that’s quick to move on from tools that don’t deliver right away – if a new account sits unfunded, it’s likely to be forgotten.
To keep younger users engaged, you must connect account opening to funding, and funding to personalized value – seamlessly and instantly.
Metrics That Matter in 2025
Forward-thinking banks and credit unions are changing how they measure DAO success.
Instead of tracking how many accounts were opened, they’re measuring:
- The number of accounts funded
- The time it took to fund (in minutes, not days)
- Initial funding amount
- Secondary product adoption between 30 and 90 days
- Long-term engagement signals like digital wallet integration or ACH usage
These metrics reveal momentum – not just volume.
The Handshake Still Matters
Digital account opening is still the first handshake. But in 2025, it’s more complex than ever.
The difference between a dormant account and a lasting relationship hinges on how well you remove friction, personalize the experience, and accelerate funding. By combining timeless relationship principles with today’s tech-driven agility, you can finally bridge the funding gap – and make every new account a meaningful one.
Want to create stickier, more valuable relationships from day one? Get in touch with a Jack Henry™ expert to explore funding strategies that drive deposits and long-term loyalty.
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