PLAID X YOUGOV

Money Talks: What consumers expect from you in 2025

Commissioned by YouGov, this independent report reveals how 2,000+ consumers view banking, payments, credit, fraud, and investing in 2025. Get the insights to stay ahead.

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Turn consumer trends into your competitive advantage

Financial services are evolving fast. Money Talks gives you actionable insights to adapt your strategy, so you can stay ahead.

  • Understand key trends shaping financial services in 2025

  • Know how to build consumer trust and long-term loyalty

  • Capitalize on shifts in digital banking, lending, and more

Turn consumer trends into your competitive advantage

Financial services are evolving fast. Money Talks gives you actionable insights to adapt your strategy, so you can stay ahead.

  • Understand key trends shaping financial services in 2025

  • Know how to build consumer trust and long-term loyalty

  • Capitalize on shifts in digital banking, lending, and more

  • said they would share their financial data for enhanced security measures

  • said they would “likely” pay by bank if the account linking process was easy

  • participants said their credit scores accurately reflect their financial health

What’s inside the report?

In partnership with YouGov, we gathered unbiased insights from 2,000+ consumers on how they engage with financial services. Here’s what we found:

  • How consumers feel

    • Trust levels in banks, fintechs, and neobanks—and what builds confidence
    • Why 60% are willing to share financial data and what they expect in return
    • Top fraud concerns and how consumers protect themselves

    Visual mockup of the 'Money Talks' Plaid x YouGov Survey Report cover. The cover design features a dark blue background with curved white line patterns and the title 'Money Talks' next to the subtitle 'Plaid x YouGov Survey Report.' The background behind the report has a soft pastel gradient with a faint iridescent effect, emphasizing financial insights and modern design.

  • • Top tools for payments, credit, and financial management
    • Why some hesitate to adopt fintech—and how to change that
    • AI in finance: what’s hype and what’s reality

    Table of contents page from the 'Money Talks' survey report. Sections include: 1) How Consumers Feel (page 4), 2) What Consumers Use (page 10), 3) Where Consumers Bank (page 20), 4) How Consumers Transact (page 25), and 5) Ways Consumers Acquire (page 34). An illustrated woman in vintage attire sits at a desk in the bottom-right corner, holding a tablet, blending classical and modern themes. The background features a soft gradient with iridescent tones.

  • • 50% of borrowers find lenders online—across all income levels
    • 56% of crypto investors hold 25–75% of assets in digital currencies
    • Consumer perceptions and usage of AI-driven investing

    Slide titled 'What Consumers Use: Tracing trends around digital apps, credit, & more' from the Money Talks report by Plaid x YouGov. Section 02 explores how consumers experience digital financial tools. A chart shows high familiarity with apps such as online banking (99%), lending (97%), investment services (96%), and crypto trading (90%). Supporting text explains that most participants are familiar with tools like peer-to-peer payment apps, credit building, and BNPL services.

  • • The future of payments: cards, transfers, wallets, and pay-by-bank
    • What drives payment choices—and what holds consumers back
    • The rise of alternative payments and how to leverage them

    Slide from the Money Talks report by Plaid x YouGov, focused on 'Frequency of Use' for digital financial tools. The left column explains that users most frequently engage with banking, savings, and budgeting apps. A table in the center compares weekly vs. daily login rates, with online banking showing the highest engagement (88% weekly, 35% daily), followed by robo-advisors and budgeting tools. A highlighted quote on the right states: 'Banks sit in an enviable position as central players in consumers’ digital financial lives. The question is, what will they do with this opportunity?'

  • • 30% trust neobanks, but only 13% use them—find out why
    • Key features that drive bank switching in 2025
    • Why some still prefer traditional banks over digital options

    Slide from the Money Talks report by Plaid x YouGov focusing on consumer expectations and credit card usage. The left column lists top improvements consumers want in financial apps, including advanced security (33%), easier payments (30%), and better customer support (29%). The right section discusses the importance of credit and presents a chart showing credit card usage by age group. A highlighted trend notes that younger consumers increasingly favor debit cards for security and simplicity.
Visual mockup of the 'Money Talks' Plaid x YouGov Survey Report cover. The cover design features a dark blue background with curved white line patterns and the title 'Money Talks' next to the subtitle 'Plaid x YouGov Survey Report.' The background behind the report has a soft pastel gradient with a faint iridescent effect, emphasizing financial insights and modern design.

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