Gratitude in banking: Building human connections in digital channels

Ted Brown

Co-founder, Chief Executive Officer

In a world of algorithms, automation, and AI, gratitude might not be the first thing that comes to mind when you think of banking. But as community banks and credit unions continue to navigate the digital transformation of financial services, expressing appreciation is becoming one of the most powerful ways to strengthen relationships.

Why gratitude matters in banking

At its core, banking is about trust. Every account opened, every deposit made, every mobile app login — these are all small moments of confidence that customers place in their financial institution.And yet, in the push to digitize and scale, many institutions risk losing the warmth that made them different in the first place.

Gratitude humanizes digital interactions. It reminds members and customers that behind every automated reminder or email campaign, there’s a real organization that values them and not just their account balance.

Research from Gallup shows customers who feel appreciated are 23% more likely to spend than those who don’t [Gallup].

Bringing gratitude to the digital channel

So how can banks and credit unions infuse gratitude into digital interactions without losing efficiency or scalability? It starts with being intentional. Every message, campaign, or touchpoint can carry an element of appreciation.

Here are three ways to make that happen:

1. Say “thank you” and mean it
‍When a new account is opened or a customer enrolls in eStatements, don’t just send a transactional confirmation. Automate a thank-you message that reinforces the value of their choice.

For example:

“Thanks for making the switch to paperless! You’re helping us save over 1,000 trees this year and we’re grateful for your part in that effort.”

2. Celebrate milestones
‍Use marketing automation to recognize anniversaries, savings goals, or even product milestones.

A one-year membership, a completed loan payoff, or a first home purchase are perfect opportunities to express gratitude and strengthen emotional ties.

Automation makes it scalable but personalization makes it meaningful.

‍3. Listen and Reflect Back
‍Gratitude isn’t only expressed; it’s also felt when customers are heard. Send short post-interaction surveys or feedback forms after key moments (like a digital account opening).

Then, act on the insights and let members know how their feedback shaped improvements.

For example:

“You spoke, we listened and your input helped us simplify our mobile app login.”

The gratitude advantage

In today’s crowded market, products and rates can be copied. Experience cannot.A culture of gratitude builds stronger connections, reinforces purpose, and reminds both staff and members why community banking exists: to serve people, not just transactions.