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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

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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.

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