High-for-longer prime interest rates and a cooling loan market have made deposit costs, retention, and net interest margin (NIM) some of the biggest strategic challenges for US banks this year. Banks say they are paying more to retain deposits and that profits could suffer.

Celent examined the 1Q24 public presentations and earnings calls from the largest seven US banks to examine how they relate digital customer engagement with deposit costs and retention and other bottom-line consumer banking results.

Celent finds that many of these banks are measuring and communicating the benefit of digital customer engagement as a driver of deposit retention and in some cases a lower cost of deposits. Another driver, but to a lesser extent, is a thoughtful branch engagement strategy.

To compete for deposits, all digital banking leaders should commit to more expansive digital engagement strategies, track the impact of engagement on bottom-line results, and be able to communicate those results clearly.

Celent evaluated banks’ first-quarter public commentary through three lenses. We seek to learn where these institutions are focused and how they connect increased digital customer engagement with bottom-line results.