Fuelled by lower margins, new fintech market entrants, rising consumer expectations, and economic uncertainty, banks and credit unions are continually seeking to marry digital initiatives with growth goals. Getting this right demands a considered understanding of consumer expectations, particularly those that drive conversion. Today, digital channels have become the de facto method by which consumers interact with their financial institution. In fact, 92% of financial institution leaders listed digital channels as one of the top three trends that will have the greatest impact on the customer experience. Research from BAI in 2019 showed that while three-quarters of Millennials and two-thirds of Gen Xers prefer digital channels for opening deposit accounts, only three of five consumers who wanted to open accounts online actually followed through via these channels. This illuminates a prevalent pain point.