1 Introduction The financial services industry no longer belongs exclusively to big banks. As digital brands grow more popular with consumers and niche institutions (e.g., investment firms, credit unions and more) expand their services and offerings, the pressure is on for all financial services companies to step up their game by showcasing their wide range of services, proving theyre trustworthy and enhancing their customer service. Given this reality, its time to take a hard look at the story financial services companies tell new and existing customers. Based on a survey of 1,000 financial services customers, the following report details consumers priorities as they progress along their journey with financial services companies from the first time they hear about a brand through their first engagement to brand loyalty. Read on to learn how to best communicate with your customers each step of the way. Key findings Friends and family are financial advisors: Forty-three percent of respondents said they first heard about the financial services provider they most recently started using through a recommendation from friends or family. Transparency leads to trust: When asked about the factors that most influence their trust in a financial services company theyd never used before, 57% of consumers ranked comprehensive, up-front information about a companys services, rates and fees as their top choice. Inertia is powerful when it comes to financial services: Seventy-two percent of customers say they are not considering switching to a new financial services company. 2019 Customer Lifecycle Report Inside the Lifecycle of the Financial Services Consumer Guiding Customers Through Acquisition, Retention and Loyalty