Jump to Content
close
close
ABA: The American Bankers Association
Industry Insight

Liquidity Pools vs Savings Accounts: Rethinking Deposit Strategy in a Skewed Market

  • Brought to you by nCino
  • Published August 21, 2025

Download

Are your deposit strategies built for today's market—or yesterday's assumptions? In a landscape where 70% of deposits are held by just 10% of customers, traditional approaches to retention and pricing are no longer enough. New research from the nCino Research Institute reveals that high-balance depositors aren’t chasing rates—they’re seeking liquidity as a service. This shift in depositor behavior demands a smarter, segmented strategy that goes beyond incentives and interest rates. Discover how behavioral analytics and utility-based insights can help your institution build a more resilient, profitable deposit franchise.

Download to read the full text. 
nCino

nCino is the worldwide leader in cloud banking. With its Bank Operating System, built on the Salesforce platform, financial institutions can deliver the speed and digital experience that customers expect, backed by the quality and transparency that bankers need. Follow @nCino or visit www.ncino.com.

nCino

nCino is the worldwide leader in cloud banking. With its Bank Operating System, built on the Salesforce platform, financial institutions can deliver the speed and digital experience that customers expect, backed by the quality and transparency that bankers need. Follow @nCino or visit www.ncino.com.

In Depth

Related to This

nCino

nCino is the worldwide leader in cloud banking. With its Bank Operating System, built on the Salesforce platform, financial institutions can deliver the speed and digital experience that customers expect, backed by the quality and transparency that bankers need. Follow @nCino or visit www.ncino.com.