Digital bank customers are not just more comfortable with new payment experiences. With the right incentives, they also appear more willing than other consumers to move much of their spending to a different payment method.

The PYMNTS Intelligence report “Pay by Bank Deep Dive: Digital Bank Users Are Ready to Switch,” conducted with Trustly, found in January that discounts and buyer protection increase the share of transactions consumers said they would move to direct-from-bank payments. Digital bank users stood out across every category measured, from retail and groceries to bills and account-to-account transfers. These customers already rely on digital wallets and are accustomed to login-based payment experiences.

The opportunity is still conditional. Only 12% of bank customers said they see the method as a substitute for debit, but 72% said they either already do or would if rewards, buyer protection or both were offered. That leaves adoption tied less to awareness alone than to whether providers can make the economics and protections feel competitive with the payment methods consumers already use.

The findings pointed to digital bank users as a practical early-adopter segment rather than a separate market. Their willingness to move more transactions was stronger, but the incentives they want were broadly the same as everyone else’s, including a tangible financial benefit, confidence that purchases are protected and an experience that does not add friction.

At PYMNTS Intelligence, we work with businesses to uncover insights that fuel intelligent, data-driven discussions on changing customer expectations, a more connected economy and the strategic shifts necessary to achieve outcomes.

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