The Fintech Effect 2025: The year consumers take the wheel in finance

Five years ago, fintech was the future of money. Today, it’s the default—shaping how millions of Americans expect every financial interaction to work.

Plaid’s latest Fintech Effect—our annual consumer report with the Harris Poll—shows just how much the balance of power has shifted. Once the engine pulling people into digital finance, fintech is now being steered by its passengers. Armed with more choice and greater expectations, consumers are ready to switch providers over the quality of their digital experience—and they’re setting a higher bar than ever: instant onboarding, personalized guidance, seamless connectivity, and AI that feels both smart and safe.

For fintechs, this isn’t a trend report—it’s a playbook whose message is clear: trust and brand loyalty are no longer enough. Consumers want tools that help them navigate economic pressure, make smarter decisions, protect themselves and their assets, and feel confident about the future. This year’s findings reveal exactly where expectations are climbing fastest—and where the biggest opportunities lie to earn loyalty and market share.

Here’s a preview of what we found:

• From tool to co-pilot
  Consumers want their apps to do more than track balances. Find out what most people are looking for—but only a fraction currently get—in their financial apps and services.

• Trust meets speed
  Consumers are open to faster, more seamless access—but only under certain conditions. Discover what makes the difference between a welcome shortcut and a deal-breaker.

• Payments, reimagined
  A once-niche payment method has moved into the mainstream. See what’s driving the shift—and which generation is leading the charge.

• Open banking as table stakes
  Connectivity is no longer a nice-to-have. Learn how many consumers are willing to switch providers if their bank can’t deliver.

• AI’s tipping point
  Expectations for AI are growing, but trust remains fragile. Find out which guardrails consumers want most before they’ll embrace it.

These headlines only scratch the surface. The full Fintech Effect 2025 reveals the behaviors, expectations, and opportunities that will shape the next chapter of digital finance.