The materials available in this article are for informational purposes only and not for the purpose of providing legal advice. You should contact your own advisors with questions regarding the modern banking technology content herein. The opinions expressed in this article are the opinions of the individual authors and may not reflect the opinions of MeridianLink, Inc.
Valentine’s Day isn’t just about chocolates and flowers—it’s a chance to reflect on relationships. And for banks and credit unions, it’s the perfect opportunity to consider how you’re building consumer relationships.
Just as people have their own unique love languages, consumers have distinct preferences when it comes to their financial experiences. Unfortunately, financial institutions (FIs) stuck with outdated legacy systems often struggle to “show up” for consumers, leaving them feeling ignored, frustrated, and ready to move on.
The top three technology challenges for FIs in 2025 are lack of integration between systems, reliance on legacy platforms, and insufficient workflow automation. These challenges don’t just slow you down—they create opportunities for competitors to step in and sweep consumers off their feet.
The good news? Over 70% of banks and credit unions are planning to increase their investment in technology. And while this is a step in the right direction, the key lies in investing in the right modern banking technology. It’s not as simple as choosing a box of chocolates. Taking the time to find solutions that can seamlessly integrate into your operation and allow you to connect with consumers on their terms is the difference between a fleeting crush and a lasting relationship.
Here are a few ways your institution can speak to the hearts of consumers.

Words of Affirmation: Make Consumers Feel Seen
Words have power, and the way you engage with consumers can make all the difference. In fact, 61% of Gen Z and 54% of millennials say they would switch financial institutions for a better digital experience.
The message is clear. What you say, how you say it, and when you say it matters. Yet, about 41% of financial institutions admit that their use of data to improve the consumer experience is ineffective. This gap is largely due to legacy systems creating roadblocks—slow, manual processes, siloed data, and a lack of flexibility.
So, take a moment to think about how you’re making sure your consumers feel seen. Can you currently leverage machine learning and predictive analytics to provide personalized communications, value-added product recommendations, and financial guidance that evolve with an accountholder’s needs? Can you use behavior analytics and dynamic segmentation to deliver timely, relevant offers? Or are you stuck relying on outdated, mass-marketing tactics and generic one-size-fits-all approaches?
If your experience is more in line with the latter, modern banking technology can help.
Acts of Service: Show You Care Without Them Asking
Service isn’t just about being helpful; it’s about being proactive. Modern consumers are looking for partners who get them—who anticipate their needs and take steps to make their lives easier.
We all know that in any relationship, there’s a balance of give and take, but there’s something truly impactful about having your needs met before you even ask. Automation plays a key role in achieving this.
How much smoother would your processes be if forms were pre-filled, documents verified, creditworthiness assessed, applications decisioned, and compliance checks completed, all without manual intervention? These are the kinds of things consumers may not always vocalize but can make a real difference in the relationships you build—and it’s the kind of service that can take your FI from just an option to end-game status for your accountholder relationships.
Receiving Gifts: Rewarding Loyalty
Who doesn’t love receiving a thoughtful gift? We all enjoy that little something extra—it makes us feel appreciated and valued. Your accountholders are no different. While sending a bouquet of roses may not be feasible (or beneficial), there are plenty of ways to show your appreciation for the relationship you’ve built. In banking, rewards and incentives are a powerful way to deepen loyalty and keep accountholders coming back.
Consider rewarding your accountholders for simple, everyday actions that encourage engagement, like using their debit or credit cards for regular purchases. A small incentive can go a long way in motivating them to keep spending with you, helping to keep their transactions within your ecosystem. You can also make saving fun by offering incentives that align with milestones, like boosting their savings balance or helping them reach specific savings goals. By supporting both their spending and saving habits in ways that benefit them and your institution, you’re creating a win-win that strengthens their loyalty.
And, while gifts are usually given without expecting anything in return, in this case, you might just receive a “thank you” in the form of more business from that accountholder — and maybe even some new referrals from their friends and family! It’s a simple way to build a stronger, longer-lasting relationship that benefits everyone.
Physical Touch: Creating a Safe Space
Relationships aren’t just about convenience—trust is key. And while your financial institution may not be able to offer a reassuring hand to hold, providing a sense of security can feel just as comforting as a warm embrace. When consumers know their funds are protected and their data is secure, it strengthens the bond between them and your institution.
But trust is fragile—especially when fraud is on the rise. More than three-quarters of financial institutions have reported increases in consumer fraud, with one in four suffering losses of $1 million or more. The damage goes beyond financial loss; it shakes consumer confidence, making them question whether they’re truly safe in your hands.
The right technology can make all the difference. Legacy systems often struggle to keep pace with evolving fraud tactics, leaving gaps that put both financial institutions and consumers at risk. But a modern digital platform—like MeridianLink®—offers seamless, direct integrations with industry-leading fraud mitigation solutions, creating a unified defense. AI-powered detection, real-time identity verification, and instant alerts work together to stop suspicious activity before it becomes a problem. These advanced, multi-layered defenses don’t just stop fraud in its tracks; they provide the peace of mind that keeps consumers from looking elsewhere
Quality Time – Seamless Omnichannel Experiences
Playing hard to get won’t work for consumers. Quality time is critical, and in banking, this translates to creating a space where consumers can effortlessly engage with you, no matter where they are—online, mobile, or in-branch. And if you stand them up, they’ll pack up their deposits and loan business and move on to an FI who’s ready to commit.
But even still, many fall short on this expectation. In 2024, only 65% of FIs reported having a mobile application process, and fewer than 50% provided a fully digital lending experience. That’s a major missed opportunity.
Failing to create a seamless digital experience doesn’t just frustrate consumers—it sets off a ripple effect that can disrupt your entire operation. When consumers encounter delays, confusing processes, or a lack of integration across channels, it causes them to disengage, and worse, it leads to dissatisfaction that can be hard to recover from.
And while a fragmented experience certainly frustrates consumers in the moment; it also creates ongoing inefficiencies, leading to delays in decisioning, longer funding times, and bottlenecks that slow the entire lending process and increase abandonment rates.
Without modern banking technology, both consumers and institutions feel the strain, and rekindling the flame becomes a real challenge.
Building Lasting Relationships With Modern Banking Technology
FIs that upgrade to comprehensive, agile platforms—like MeridianLink—can unlock the full potential of modern experiences to stay ahead of evolving expectations and build relationships that stand the test of time. MeridianLink Modern Experience is like swiping right on your perfect match.
If you’re ready to show consumers the love they deserve, it’s time to connect with a solution that speaks their language.
