CSI, a leading provider of end-to-end financial software and technology, released its Financial Life Moments 2026 National Study, new research conducted by The Center for Generational Kinetics highlighting the importance of supporting account holders through significant changes in their lives. According to the study, 83% of consumers say they would be more loyal to an institution that successfully guided them through a major life event.

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Nearly three-quarters (74%) of U.S. account holders say viewing their finances through the context of life events is more useful than by age or generation. The findings reveal a disconnect between retention and genuine loyalty: 40% have considered switching because they felt unsupported during a major life event, while 51% say they stay with their current financial institution mainly because switching feels difficult.

The findings come as account holders report mounting financial pressure. Two-thirds (67%) say they are more financially stressed today than they were five years ago, while 72% say financial stress has caused them to delay a major life decision.

“Consumers may remain with the same financial institution for years, but retention shouldn’t necessarily be mistaken for loyalty,” said Nancy Langer, president and CEO of CSI. “Stronger relationships come from understanding what customers are navigating and offering relevant products, guidance, and services before they have to ask. CSI’s Customer Intelligence Suite builds on data and AI capabilities to help institutions put that approach into practice.”

“The study shows that understanding and engaging account holders based on life events is incredibly important across generations,” said Jason Dorsey, president of The Center for Generational Kinetics.

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