How do people actually feel about their money right now?
We ask that question every year to help you understand the people you serve. In our latest study – the 2025 Jack Henry™ Financial Sentiment Study: Consumer Report – we found that while most folks feel "okay" about their finances, there’s a massive gap between how they're acting and what they actually know.
It's a gap you are perfectly positioned to bridge.
The Confidence Gap
Most people are doing their best, but they aren’t exactly feeling like experts.
Our research shows that while 52% of accountholders are satisfied with their current financial situation, less than half say they actually feel knowledgeable about financial matters. Even fewer feel good about their long-term planning or saving habits – and that's where the opportunity lies for community and regional financial institutions.
People don't just want a place to keep their money. They want a guide.
Technology Is the Baseline, Not the Ceiling
You’ve likely noticed that accountholders love the convenience of digital tools.
They’re highly satisfied with "table stakes" features like reporting lost cards, paying bills, and moving money between accounts. These tools are great for keeping things moving, but they aren't necessarily what builds a deep, lasting bond.
To stand out, you have to look at the accountholder relationship as something that happens beyond the transactions.
3 Ways to Lead
You can start building that deeper trust today by focusing on three specific areas.
- Meet them where they are: A retiree has vastly different needs than a college student, so make sure your outreach reflects those unique life stages.
- Be the teacher: Use your data to share relevant insights that help accountholders feel more in control of their spending and saving.
- Personalize the digital path: High-impact features like account aggregation help people see their whole financial picture in one place – which makes you the center of their world.
When you help someone feel more confident, you become more than just a place where people bank.
Take the Next Step
Your accountholders are looking for more than another app – they’re looking for clarity.
By bridging the knowledge gap and making digital tools feel more personal, you’ll strengthen those local relationships that big-box competitors just can't match. It’s about being there for the moments that matter most.
Ready to see the full picture? Explore the full Jack Henry Financial Sentiment Study: Consumer Report to see exactly what your community is thinking.
.svg)
