Financial Services Churn Data and Analytics Report October 2025

The following is based on data gathered through the JD Power Churn Data and Analytics 2025 third-quarter report. Review insights on this quarter's results in the latest industry briefing: Customers are Opening New Accounts and Quietly Making them their Primary Relationships

View churn by account type: 

Checking Accounts, Savings Accounts, Investment Accounts

Checking Accounts 

Results collected from 4,158 consumer surveys conducted between 8/19/2025 and 9/30/2025. Respondents must have opened a new checking account within the previous 90 days to participate. ​

• Share of Account Openings shows the share of total accounts opened by a bank in the United States. The 10 banks that captured the largest share of new account openings during the measurement period are shown. A higher Share of Account Openings means the bank is winning more new customers relative to the market.​

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•  Conversion Rate shows the percentage of times a bank was selected when consumers seriously considered the bank for a new checking account. A higher conversion rate suggests the bank is more effective at turning consideration into action.

• Win Rate shows the percentage of times a bank was the winner when consumers opened a new checking account, compared to all situations where that bank was in play – whether as the new bank, the previous bank being closed, or the bank that was left open when the customer opened elsewhere. A higher win rate suggests stronger acquisition appeal and retention performance.

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• Switching Flow shows the movement of customers from one bank to another when they open a new checking account. It identifies which competitor a bank loses customers to most – either through full switching (closing the old account) or partial switching (keeping the old account but adding a new one elsewhere).​

Savings Account

Results collected from 2,789 consumer surveys conducted between 8/19/2025 and 9/30/2025. Respondents must have opened a new savings account within the previous 90 days to participate.

• Share of Account Openings shows the share of total accounts opened by a bank in the United States. The 10 banks that captured the largest share of new account openings during the measurement period are shown. A higher Share of Account Openings means the bank is winning more new customers relative to the market.

   

• Conversion Rate shows the percentage of times a bank was selected when consumers seriously considered the bank for a new savings account. A higher conversion rate suggests the bank is more effective at turning consideration into action.

• Win Rate shows the percentage of times a bank was the winner when consumers opened a new savings account, compared to all situations where that bank was in play – whether as the new bank, the previous bank being closed, or the bank that was left open when the customer opened elsewhere. A higher win rate suggests stronger acquisition appeal and retention performance.

• Switching Flow shows the movement of customers from one bank to another when they open a new savings account. It identifies which competitor a bank loses customers to most – either through full switching (closing the old account) or partial switching (keeping the old account but adding a new one elsewhere).

Investment Accounts

Results collected from 939 consumer surveys conducted between 8/19/2025 and 9/30/2025. Respondents must have opened a new investment account within the previous 90 days to participate.
 

• Share of Account Openings shows the share of total accounts opened by a firm in the United States. The 11 firms that captured the largest share of new account openings during the measurement period are shown. A higher Share of Account Openings means the firm is winning more new customers relative to the market.
   

• Conversion Rate shows the percentage of times a firm was selected when consumers seriously considered the firm for a new investment account. A higher conversion rate suggests the firm is more effective at turning consideration into action.
   

• Win Rate shows the percentage of times a firm was the winner when consumers opened a new investment account, compared to all situations where that firm was in play – whether as the new firm, the previous firm being closed, or the firm that was left open when the customer opened elsewhere. A higher win rate suggests stronger acquisition appeal and retention performance.

About JD Power Churn Data Analytics

JD Power U.S. Financial Services Churn Data & Analytics is a syndicated benchmarking study profiling the actions and experiences of customers opening new financial products/accounts in the U.S. The study includes the following consumer account types: checking, credit card, savings/money market, individual investment, HELOC/HELoan, personal loan, auto loan, and retirement. The key metrics in this study track the opening and closing (“churn”) of customer financial accounts among institutions. 

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