Two-thirds (65%) of people in Ireland now use digital banks such as Revolut, putting the country among the global frontrunners for digital bank adoption, Accenture's 2025 Banking Consumer Study has found.

A strong majority of 62% have remained with their main bank for at least seven years, but 81% now engage with multiple banking providers, one of the highest proportions in Europe.

Despite the surge in digital banking, nearly three-quarters (73%) of Irish consumers still value having a local branch compared to 65% globally.

Additionally, 66% of Irish customers continue to rely on branches to resolve complex or specific banking issues. A total of 49,300 people across 39 markets, including 1,000 in Ireland, responded to the survey.

Despite their openness to digital innovation, there is some caution when it comes to the ways in which emerging technologies are used.

While most (77%) trust their bank to protect their personal data, a notable 83% express concerns about how that data is utilised, particularly given the advent of AI.

In addition, data security, fraud protection and privacy are the most important factors for customers when choosing a bank (91%), but 53% said they would be open to using an AI-powered financial assistant to help manage everyday tasks such as avoiding missed payments and monitoring account balances.

“The data shows that while Irish consumers aren’t switching banks entirely, they are willing to have multiple banking providers.

"The banking relationship becomes even more important, as customers want banks to remember who they are and engage in a continuous multi-channel conversation," said Ray Daly, head of Accenture's financial services business in Ireland, of the findings.

“Customers trust banks to safeguard their data. As banks embrace gen AI, addressing concerns around privacy and security will be crucial to maintaining that trust.

"Just as important is demonstrating how AI can enhance - not replace - the human banking experience. It’s about shifting from artificial intelligence to trusted intelligence in the minds of customers.

“The timing for this however, couldn’t be better. With its ability to remember, anticipate needs, and provide reassurance, gen AI is uniquely positioned to bridge the advocacy gap and help make banking feel personal again.”

The research recommends that banks focus on four key drivers to build customer advocacy and address any eroding loyalty.

They are protecting customer data and transparency about fees and rates; using data and analytics to better tailor products and services to customer needs; providing a seamless experience across all channels; and striking a balance between fair pricing and delivering clear, tangible value and rewards that resonate with customers.

Photo: Ray Daly. (Pic: Shane O'Neill, Coalesce.)