Be There When Customers Need You Most

Read the research: https://finhealthnetwork.org/programs/financial-health-pulse Hear the podcast: https://youtu.be/VNylQkBCmBM?t=412 A customer of more than 20 years, rarely late on anything, took an unexpected medical hit, and his bank may never have noticed. He is one of an estimated 16.5 million American households that slid down a level of financial health in a single year, and banks and credit unions have their best chance to help before the first missed payment. The Financial Health Network's 2026 Financial Health Pulse finds financially vulnerable households rose from 15% to 17%, matching the highest share on record, while nearly 1 in 4 households moved up or down a level of financial health in one year. The pressure reached homeowners, business owners and auto loan borrowers, 40% of whom now say their overall debt is more than they can manage. Many of these households are customers most banks and credit unions would call safe, and most still look fine on paper. Jim Marous tells the story of a friend who has banked with the same institution for decades and was rarely late on anything, until an unexpected medical bill changed several things in his account at once. Each change on its own meant little. Together, they told a story. Jim explains why portfolio averages hide customers like this, why financial wellness programs often sit apart from the account where the slide shows up, and why the stress of that moment decides whether customers see their institution as being on their side. The episode closes with four specific moves: watch for combinations of change against each customer's own history, prepare help that fits a timing problem or an ongoing shortfall with costs explained upfront, reach out through a named person the customer can call, and measure whether customers were still doing better six months later and felt supported. For more on putting the data you already have to work, listen to Jim's Banking Transformed conversation with Rachel O'Neil of Alkami, "Turning Insights into a Competitive Advantage." About: Banking Transformed is hosted by Jim Marous, a top five banking industry influencer and Co-Publisher of The Financial Brand. Banking Insights episodes deliver the most important strategic ideas in under ten minutes, for the executive who wants the takeaway without the deep dive. Subscribe to the Digital Banking Report at thedigitalbankingreport.com.