The Tightrope Between Checking Account Fees and Consumer Defections

The Financial Brand
February 11, 2013

Many consumers of retail financial institutions are willing to make compromises; and about half of them would rather pay for banking services one transaction at a time, à la carte. In a new survey, the Deloitte Center for Financial Services calculated that 48 percent of consumers would consider paying 25 to 75 cents per transaction, rather than a fixed monthly fee ranging between $15 and $30. The finding indicates consumers' preference for more transparency. Another 40 percent of survey respondents were interested in a digital banking plan that would offer reduced fees while providing a limited level of in-person services. Older respondents were more favorable toward high balance requirements, while younger respondents were more supportive of a discount for favorable social media activity. However, many consumers believe that banks are unfair in raising fees and say they will switch institutions if fees go up on existing services. Communication and transparency with customers remains vital for financial institutions.
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