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What Drives Online Consumers to Pick a Checking Account?

Rob Rubin, Novantas Managing Director, writes a weekly column for The Financial Brand

Consumers using the online shopping tool FindABetterBank to research for a new checking account go through a five-step process to identify their preferences and banking behavior. After they select their top choice, they’re asked why they chose the account they did, and how likely they are to open the account. By isolating shoppers who said they were “very likely” to open the account they ultimately selected, we can better understand the decision-making process behind their top choice.

Read the full article at The Financial Brand…

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