Your Competition Isn’t Always Another Bank—It Might Be Indifference
Bank marketers spend a lot of time worrying about the competition.
What’s the bank across town running?
What’s in their latest offer?
What are they doing on digital?
But your fiercest competitor isn’t across town.
And this surprising threat might not be on your radar: indifference.
Most people aren’t actively looking for a new bank.
According to research from the American Bankers Association and Morning Consult, only about 10% of customers are dissatisfied enough to consider leaving their current bank.
Ten percent.
They’re not comparing rates or features.
They’re not waiting on your next campaign to convince them.
They’re shrugging—and staying put.
The Dangerous Comfort of “Fine”
Indifference sounds like:
“I’ve had this account since college. It’s just easier to leave it.”
“It’s not great, but switching sounds like a hassle.”
“I guess it works well enough.”
You’re not fighting dissatisfaction.
You’re fighting low expectations.
And that’s harder to disrupt—because no one seeks change when they’ve stopped expecting better.
The moment you think you’re battling another bank’s offer sheet, you start building messaging for the wrong audience.
Marketing’s Real Job: Spark the Switch
So if you’re not competing with another bank … who are you really talking to?
The 90% who aren’t looking to switch—until something finally pushes them.
People who tolerate inconvenience because “that’s just how banks are.”
People who’ve settled into a routine—until something jolts them out of it.
That’s where you come in.
Your job isn’t just to inform. It’s to interrupt.
To challenge assumptions.
To make the “fine” feel … less fine.
You Can’t Win With Awareness Alone
“Getting our name out there” might feel like progress. But it’s not a strategy.
Because awareness doesn’t drive behavior. Belief does.
You don’t just need your brand to be known. You need it to be known for something meaningful—something that solves a problem your customer didn’t realize they had.
Think about what life looks like before someone Googles “best bank near me.”
They’re annoyed by an overdraft.
They’re tired of being passed around.
They’re wondering if all banks are just … like this.
That’s your window.
You don’t win their attention by shouting. You earn it by offering a clear, confident alternative.
Because awareness won’t move them.
Relevance will.
How to Break the Cycle of “Good Enough”
When someone’s expectations are low, they don’t need convincing.
They need contrast.
Don’t just say you’re different.
Make them feel the difference.
Replace vague promises with real ones:
“We’re committed to great service.” → “Expect to never explain your situation twice.”
“We make decisions quickly.” → “Decisions in days—not weeks.”
“We’re here to help.” → “A real person when you call. Every time.”
These aren’t flashy. They’re functional.
They help someone imagine what switching could feel like.
Not with pressure. With possibility.
That’s what breaks the shrug.
The Role of Brand in Fighting Indifference
This is where brand does the heavy lifting.
Great brands don’t chase. They invite.
They don’t just talk about values. They embody them.
They don’t overwhelm. They offer clarity.
Brand-first marketing doesn’t just raise awareness. It lays a foundation of trust.
The kind that pays off the moment a customer’s patience runs out.
Because when frustration finally tips the scale, they won’t reach for a bank they’ve never heard of. They’ll go with the one that’s been quietly proving it gets them—even when they weren’t ready to move.
Brand is the only message a customer notices when they’re not actively looking.
Stop Competing for Attention. Create Intention.
You’re not always losing to other banks.
You could be losing to inaction.
To apathy.
To the belief that switching won’t help.
And the solution isn’t louder messaging.
It’s smarter messaging.
Help people rethink what they’ve been tolerating.
Offer a better alternative.
And show them exactly how to get there—with you.
Indifference doesn’t break on its own.
You have to break it.