More U.S. bank customers are struggling to keep up with bills, leaving them financially exposed and eager for help. According to J.D. Power’s 2025 U.S. Retail Banking Advice Satisfaction Study, 43% of retail bank customers now fall into the “financially vulnerable” category, which is up sharply from 27% just five years ago. For credit and collection professionals, these numbers point to both a challenge and an opportunity: consumers are crying out for guidance, and institutions that deliver timely, tailored advice can build deeper, more enduring relationships.
Why consumers are seeking advice now:
- Anticipatory angst: Political and economic uncertainty has many consumers living with “anxiety through the roof,” says Jennifer White, senior director of banking and payments intelligence at J.D. Power. Only 42% of Americans say their finances feel “stable and secure,” and over 40% expect their situation to worsen in the near term.
- Younger demographics leading the charge: More than one‑third (36%) of customers under age 40 are “very interested” in receiving advice, up from 19% in 2021 among all customers.
- Short‑term needs top of mind: The most sought‑after topics include quick tips to improve cash flow, saving for emergencies, sticking to a budget, and planning for large purchases. Long‑term planning, such as for retirement, has dropped in priority.
Where advice programs are falling short: Nearly one‑in‑five customers research budget management or financial‑wellness services but never act on them. Banks must ensure their advice services aren’t only visible, but genuinely helpful and easy to use. Otherwise, they risk disengaging already anxious consumers.
Advice recall is improving, but consistency matters: Satisfaction with advice is flat year‑over‑year, yet recall of advice rose to 46% in 2025 from 42% in 2024 and just 34% in 2021. The “tipping point” for delight comes after three or more value‑added interactions spread across the calendar year, White notes. Even a well‑timed website banner can qualify if it’s memorable.
Who’s Leading the Pack:
- Top advice satisfaction: Bank of America (621), U.S. Bank (618), Chase (617)
- Top financial‑health support: Bank of America, Chase, Capital One, Fifth Third Bank, First Citizens, Huntington, PNC, Regions, TD and U.S. Bank
- Credit‑card support leaders: American Express, Bank of America, Chase, Discover, Fifth Third, PNC, U.S. Bank and Wells Fargo
