In just about any industry, customer loyalty is driven by the amount of trust a person has in a brand. Does the brand consistently do what it says it will do? Does the brand do it well? Does the brand go out of its way to give the customer a satisfying experience on his or her terms?

Unfortunately for banking and finance, even in the world of credit unions, trust is at an all-time low. The trend rings particularly true among millennials. According to the millennial disruption index, 71% of millennials would rather visit the dentist than listen to their banks, and 73% would rather handle their financial services needs through Google, Apple and Amazon.

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