Sogolytics today released The Sogolytics CX Rankings: U.S. Banking 2026, a new benchmarking study examining customer experience across the five largest U.S. banks. Based on a survey of 1,018 consumers, the report measures ease, speed, digital self-service, branch experience, trust, satisfaction, and loyalty at Bank of America, Citibank, JPMorgan Chase, Wells Fargo, and U.S. Bank. 

The findings reveal a banking landscape where digital channels now define the everyday experience, but customers remain open to switching — making continuous CX improvement a priority Sogolytics researchers note is increasingly difficult to treat as optional. 

Digital Banking Is Now the Default 

Half of U.S. banking customers now primarily bank digitally, rarely visiting branches. Only 15% report banking mostly in person. Even among customers 65 and older, 46% bank mostly through digital channels. 

The shift is consistent across all five institutions. At every bank studied, roughly half of customers report banking mostly digitally, with minimal variation between them. While digital dominates, about one-third of customers use a mix of digital and branch services, and branch usage increases with age. 

JPMorgan Chase Leads Across Most Customer Experience Categories 

JPMorgan Chase earns the top position in the majority of experience dimensions measured, including: 

• Mobile app ease (87% rating tasks easy or very easy) 
• Mobile app speed (82% rating tasks fast or very fast) 
• Website speed (73%) 
• In-branch ease and speed 
• Digital self-service helpfulness (59% say digital tools help a great deal) 
• Automated feature support (41% say features support their needs very well) 
• Digital help satisfaction (64% very satisfied) 
• Overall satisfaction (highest share of very satisfied customers) 
• Recommendation scores (36% give a perfect 10) 

Citibank ranks first for website ease (80%) and ATM speed (76%). Wells Fargo leads on low customer effort, with the highest share of customers reporting that banking requires little effort to complete. 

Trust Is Strong, But Not Uniform 

Across all five banks, most customers feel confident using digital tools and trust their institution to protect their data. JPMorgan Chase leads on digital tool confidence at 89%, while Citibank and Wells Fargo tie at 84% for data protection trust. Bank of America scores lowest in both categories, at 79% for digital tool confidence and 78% for data protection trust. 

On the question of whether their bank acts in their best interest, responses are more mixed across the board. U.S. Bank leads this indicator at 75%, followed by Wells Fargo at 74%. These results suggest that functional trust in digital tools outpaces broader institutional confidence. 

Loyalty Is Conditional 

Nearly half of all banking customers give recommendation scores of 9 or 10, pointing to strong overall advocacy. But loyalty has limits. About one-third of customers across banks say they would likely or very likely switch if another institution offered a noticeably better experience. 

Bank of America customers report the highest switching intent, with 45% saying they would consider switching for a better experience. JPMorgan Chase, despite leading on most performance metrics, still shows 35% of customers open to switching. U.S. Bank reports the lowest switching intent at 29%. 

What Customers Actually Want from Their Bank 

When asked what matters most when choosing a bank, customers rank customer service and support (36%) and security of personal and financial data (36%) at the top, followed by easy ATM access (34%) and convenient branch locations (28%). A strong mobile app and digital tools rank fifth at 27%. 

Traditional financial incentives — interest rates, rewards programs, and personalized offers — rank at the bottom of the list, suggesting that the fundamentals of service and security outweigh financial perks when customers evaluate their banking relationship. 

"This study shows that banking customers have high expectations across every channel they use, and the gap between the highest and lower-ranked performers on any given metric is narrower than many might expect," said [Executive Name, Title] at Sogolytics. "The banks that will hold onto customers are the ones that treat CX as an ongoing investment, not a one-time initiative." 

About the Study 

The Sogolytics CX Rankings: U.S. Banking 2026 is based on a survey of 1,018 U.S. consumers who identified one of five banks — Bank of America, Citibank, JPMorgan Chase, Wells Fargo, or U.S. Bank — as their primary institution for everyday banking. The study includes a balanced gender distribution (52% female, 48% male) and covers all major age groups from 18–24 through 65 and older. Participants rated their banking experience across ease, speed, digital self-service, branch interactions, effort, trust, satisfaction, and loyalty. 

This report is an independent study conducted solely by Sogolytics. No banks or financial institutions referenced in this report were involved in the design, execution, analysis, or review of this study. None of the organizations mentioned provided input, funding, or influence over the findings or outcomes. 

All opinions, rankings, and insights expressed are those of Sogolytics and are intended for informational purposes only. While every effort has been made to ensure accuracy, this report does not constitute financial advice or an endorsement of any specific institution.