Banks looking to strengthen process of digital account opening with best practice assessment
The number of clicks required to open a bank account in the U.S. using only digital means is as low as 24, but rises significantly from there. And each push of a button becomes increasingly important as account applicants place more value on apps that provide better user experience.
The importance of sophisticated digital account onboarding grew during the pandemic and shows no indication of going away. With branches closed or imposing restricted hours, customers opened more accounts online and became more comfortable conducting many of their basic banking activities that way. And although many of these restrictions have eased, it so far appears that transactions are not coming back to pre-pandemic levels.
It is clear that banks have gotten better at the onboarding process, which is now increasingly table stakes in the industry.
Financial institutions are targeting a streamlined, narrow account- opening funnel in the hope of building a healthy, long- term customer relationship. Principal to encouraging the applicant to complete the journey is a smooth transition between each step, with few unnecessary intrusions, transparency about the process, and specifics about what is involved from start to completion. Progress meters, clear estimated journey timeframes and lists of requirements are essential for both the bank and the applicant.
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