white paper
The Family Banking Opportunity: 102M Caregivers, 70% Ready to Consolidate, and What It Takes to Win Their Loyalty
The growing demand for family banking, paired with a strong business case, makes this a "when" not "if" decision.
- 40% of adults over 25 manage a family member's finances — and are 3x more likely to be small business owners
- 70% say they would consolidate deposits with the institution that best meets their caregiving needs
- Family banking is already a top driver of new-household account growth across banks who have launched an offering
Drawing on a nationally representative survey of 2,500 Americans, the report breaks down who caregivers are, why banks are falling short, and what it takes to win caregivers' loyalty.
The opportunity is real — but only a fully integrated solution, built on your balance sheet, your accounts, and under your brand, captures it fully.