National Survey: U.S. Consumers Happy with their Bank, Applaud Banks' Fraud Protection Efforts

Nine in 10 Americans with a bank account (89%) say they are “very satisfied” or “satisfied” with their primary bank and 93% rate their bank’s customer service as “excellent,” “very good” or “good,” according to a new survey conducted by Morning Consult on behalf of the American Bankers Association. The research, unveiled today at ABA’s 2025 Washington Summit, also gauged consumers’ views on the competitive landscape of the banking industry, the role banks play in the U.S. economy, banks’ efforts to protect them from fraud, and consumers’ support for the financial well-being of America’s farmers and rural communities. 

The survey found that Americans believe the nation’s banks are competing aggressively for their business and that they have ample access to banking services. Eight in 10 (83%) respondents agree they have multiple options when selecting products and services such as bank accounts, loans and credit cards, and the same percentage said they have a wide array of choices when deciding where to bank. Eight in 10 (80%) agree they have easy access to a bank branch when they need it. Seventy-eight percent believe the financial services industry is highly competitive, and eight in 10 (80%) also believe their bank is transparent about disclosing fees.

Three-quarters of consumers (76%) say the nation’s banks are a source of strength for the U.S. economy and they appreciate the key role banks play in supporting the financial needs of individuals, businesses and local communities. Seven in 10 (69%) said they are confident in America’s banks as a whole and their ability to support individuals, businesses, and the local communities they serve.

“This national survey shows that American consumers are pleased with their bank and appreciate the foundational role banks play in the financial security of American households and businesses,” said Rob Nichols, ABA president and CEO. “Consumers also appreciate the many convenient banking options available to them and the outstanding service they receive in today’s highly competitive environment.”

Bank Customers Know They are Protected

At a time of increased concern about data theft and fraud, today’s survey found that nearly nine in 10 bank customers (86%) said their bank takes proactive steps to protect them from fraud and scams, and three-quarters (74%) believe their bank does more than businesses in other industries to protect them.

“No industry is doing more to fight fraud and protect their customers than ours, and consumers clearly recognize and appreciate banks’ efforts,” said Nichols. “America’s banks continue to make major investments to detect and combat fraud, and we’re especially pleased to see so many banks participating in ABA’s award-winning consumer education campaigns that empower consumers to spot scams before they can do harm.”

Consumers Support Expanding Access to Affordable Credit in Rural Communities

Considering the current rate of inflation and interest rates, 72% of consumers said they are concerned about the financial well-being of America’s agricultural economy and rural communities. Three in four (75%) support Congress passing legislation intended to expand access to affordable credit for America’s farmers, ranchers and rural communities. These survey results come as lawmakers have recently reintroduced legislation designed to lift up the rural economy. The Access to Credit for our Rural Economy (ACRE) Act would lower the cost of making a loan backed by agricultural real estate, enhance competition between lenders for agricultural and rural housing loans, and help expand access to low-cost credit in rural communities.

“We are heartened that consumers clearly share our interest in supporting rural communities right now,” said Nichols. “The ACRE Act would achieve that important goal by lowering the cost of credit for farmers, ranchers and homebuyers in rural communities without creating new government payments or programs. We hope these poll numbers will boost support for this critically important legislation in the House and the Senate.”

Consumers Support Cannabis Banking

The data released today also indicate that nearly two-thirds (62%) of U.S. adults support Congress passing legislation that allows cannabis businesses to access banking services and financial products like checking accounts and business loans in states where cannabis is legal. Currently, cannabis businesses largely operate on an all-cash basis due to the restrictions posed by federal law. This results in large sums of cash on site and makes them prime targets for criminals. A majority of Americans (54%) worry that current federal laws barring banks from providing financial services to legal cannabis businesses are harming public safety in those states where cannabis is legal.

“For several years, Americans have been consistent in their view that Congress should resolve the ongoing conflict between state and federal law over cannabis banking by passing commonsense, bipartisan legislation that will enhance public safety, tax collection and transparency,” said Nichols. “Congress should finally pass the SAFER Act.”

ABA released an accompanying infographic highlighting some of the survey results. The full results for the survey questions are as follows:

When asked “On a scale of 1-5, where 5 is very satisfied and 1 is very dissatisfied, how satisfied are you with your primary bank?” respondents who have a bank account provided the following responses:

• 5 - Very satisfied – 53%
• 4 - Satisfied – 36%
• 3 - Neither satisfied nor dissatisfied – 8%
• 2 - Dissatisfied – 1%
• 1 - Very dissatisfied – 1%

When asked “On a scale of 1-5, where 5 is very satisfied and 1 is very dissatisfied, how satisfied are you with your primary bank’s customer service?” respondents who have a bank account provided the following responses:

• Excellent– 45%
• Very good – 31%
• Good – 17%
• Poor – 4%
• Don’t know/no opinion – 2%

When asked “To what extent do you agree or disagree with the following statement? I have multiple options to choose from when selecting financial products and services such as bank accounts, loans, and/or credit cards,” consumers provided the following responses:

• Strongly agree– 49%
• Somewhat agree – 34%
• Somewhat disagree – 5%
• Strongly disagree – 3%
• Don’t know/no opinion – 8%

When asked “Do you agree or disagree with the following statement? I have a wide array of choices when deciding where to bank” consumers provided the following responses:

• Strongly agree – 51%
• Somewhat agree – 32%
• Somewhat disagree – 6%
• Strongly disagree – 4%
• Don’t know/no opinion – 8%

When asked “To what extent do you agree or disagree with the following statements? — I have easy access to a bank branch when I need it” consumers provided the following responses:

• Strongly agree – 50%
• Somewhat agree – 30%
• Somewhat disagree – 7%
• Strongly disagree – 5%
• Don’t know/no opinion –7%

When asked “To what extent do you agree or disagree with the following statement? The financial services industry is highly competitive,” consumers provided the following responses:

• Strongly agree – 46%
• Somewhat agree – 32%
• Somewhat disagree – 6%
• Strongly disagree – 3%
• Don’t know/no opinion – 13%

When asked “Based on what you know, how transparent do you believe your primary bank is about disclosing the fees you are charged?” consumers provided the following answers:

• Very transparent – 46%
• Somewhat transparent – 34%
• Not transparent – 9%
• Not at all transparent – 3%
• Don’t know/No opinion – 7%

When asked “Do you agree or disagree with the following statement? The nation’s 4,500 banks are a source of strength for the U.S economy, and I appreciate the critical role they play in supporting the financial needs of individuals, businesses and local communities,” consumers provided the following answers:

• Strongly agree – 35%
• Agree – 41%
• Disagree – 6%
• Strongly disagree – 3%
• Don’t know/no opinion – 16%

When asked “What’s your level of confidence in America’s banks as a whole and their ability to support individuals, businesses and the local communities they serve?” consumers provided the following answers:

• Very confident – 19%
• Confident – 50%
• Not very confident – 14%
• Not confident at all – 3%
• Don’t know/no opinion – 14%

When asked “Do you agree or disagree with the following statement? My bank takes proactive steps to protect me from fraud/scams.” consumers provided the following responses: 

• Strongly agree – 49%
• Somewhat agree – 37%
• Somewhat disagree – 5%
• Strongly disagree – 2%
• Don’t know/no opinion – 8%

When asked “Do you agree or disagree with the following statement? My bank does more than businesses in other industries to protect me from fraud/scams.” consumers provided the following responses: 

• Strongly agree – 37%
• Somewhat agree – 37%
• Somewhat disagree – 6%
• Strongly disagree – 2%
• Don’t know/no opinion – 18%

When asked “Considering the current status of inflation and interest rates, how concerned are you about the financial well-being of America’s agricultural economy and rural communities?” consumers provided the following answers:

• Very concerned – 38%
• Slightly concerned – 34%
• Not too concerned – 11%
• Not concerned at all – 4%
• Don’t know/no opinion – 13%

When asked “Would you support or oppose Congress passing legislation intended to expand access to affordable credit for America’s farmers, ranchers, and rural?” consumers provided the following answers:

• Strongly support – 40%
• Somewhat support – 35%
• Somewhat oppose – 6%
• Strongly oppose – 2%
• Don’t know/no opinion – 16%

When asked “Do you support or oppose Congress passing legislation that allows cannabis businesses to have access to banking services and financial products (like checking accounts and business loans) in states where cannabis is legal?” consumers provided the following answers:

• Strongly support – 33%
• Somewhat support – 29%
• Somewhat oppose – 10%
• Strongly oppose – 8%
• Don’t know/no opinion – 19%

When asked “Do you agree or disagree with the following statement? I worry that current federal laws barring banks from providing financial services to legal cannabis businesses are harming public safety in those states where cannabis is legal” consumers provided the following answers:

• Strongly support – 25%
• Somewhat support – 29%
• Somewhat oppose – 12%
• Strongly oppose – 9%
• Don’t know/no opinion – 25%

About the Survey

This poll was conducted by Morning Consult on behalf of the American Bankers Association from March 21-23, 2025, among a national sample of 4,475 adults split into two representative groups for specific question sets (Split Sample A n=2,274 | Split Sample B n=2,203). The interviews were conducted online and the data were weighted to approximate a target sample of adults based on age, race/ethnicity, gender, educational attainment, and region. Results from the full survey have a margin of error of plus or minus 1 percentage point.