-     The Evolution of Optimism-     First & Second Generation Americans-     Global Citizens and Banking in the US-     Business Travel: MICE-     FS Weekly Digest-     Lightbulb Moments Today’s customer is optimistic yet selective, diverse in background, and mobile in habits. To capture their loyalty, FIs must become architects of a new, sustainable optimism – one that empowers individuals and communities to thrive despite uncertainty​.In practical terms, that means segmenting your audience and tailoring products, crafting inclusive and authentic brand messages, smoothing every onboarding friction, bundlingproducts into convenient solutions, delivering experiences that make banking feel engaging, and designing loyalty programs that flex to customers’ needs.It’s a tall order, but the reward is a banking brand that doesn’t just manage money, but enriches lives.Many are almost there, but nobody is fully there yet. The one taking a very unique angle at achieving this mission is Block (Square/Cash App), which now has a stated goal to become THE bank for HHs under $150K in HHI.A few questions that I can help you get a bit deeper understanding on today:·        Is our bank ready to speak to the first-time customer in their own language?·        Are we present in our communities in a real way?·        Are we balancing high-tech with high-touch to make every customer feel valued?Each “yes” to these questions is a step toward not only meeting the expectations of 2025, but exceeding them.The narrative arc is clear – from rebuilding optimism and trust, to fostering inclusion, to delivering tangible value and experiences.FIs that weave these threads into their strategy will write thenext chapter of growth. The message for 2025 is loud and clear: bank on community, bank on inclusivity, bank on flexibility… and customers will bank on you.

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