In an era where consumers manage multiple financial relationships and digital-only challengers are just a tap away, earning and maintaining customer primacy has never been more complex—or more critical. For banks, securing that “primary” relationship still unlocks the highest value: deeper product adoption, greater retention, and significantly higher lifetime profitability. But the path to primacy in 2025 looks very different from what it did even a few years ago.
In his latest article for the ABA Banking Journal, Mark explores how the definition of primacy is evolving in today’s multi-bank world—and why it’s no longer just about opening a checking account. He outlines five key strategies banks are using to win and grow primary relationships, from redefining how primacy is measured to using CRM and marketing automation to drive early engagement.
As customer expectations rise and competition intensifies, banks that treat primacy as a strategic initiative—not just a marketing milestone—will be the ones best positioned for long-term success.
Keep reading to learn how leading institutions are adapting their approach to primacy and what your bank can do to compete.
