Despite having no branches, direct banks are delivering superior digital experiences and stronger support to their customers — especially during challenging times.

In fact, overall customer satisfaction with direct bank checking accounts is 692 on a 1,000-point scale, giving direct bank accounts a 24-point edge over the average regional bank and a 35-point higher satisfaction score than national banks, according to a May 1 report by J.D. Power.

According to the report, which is based on responses from 9,391 direct bank customers surveyed from December 2024 through March 2025:

• Direct bank savings account satisfaction is 705, 89 points higher than regional banks and 98 points higher than national banks;
• The overall customer satisfaction score for direct bank checking accounts in 2025 is 692, up 4 points YoY;
• The overall satisfaction score for direct bank savings accounts is 705, down 5 points YoY;
• Charles Schwab leads all checking account providers in consumer satisfaction with a score of 740, followed by American Express (711) and Ally Financial (694);
• Charles Schwab also ranks highest in savings providers with a satisfaction score of 748, with American Express in second place (737) and Marcus by Goldman Sachs ranking third (735).

Varo ranked lowest among direct checking providers with a satisfaction score of 659, while Citi trailed the list of direct savings providers with a satisfaction score of 664.

“The speed of getting customer service when it’s needed is really what separates banks at the top of the rank chart from the banks that are at the bottom,” Paul McAdam, senior director of banking and payments intelligence at J.D. Power, told Bank Automation News.

While Charles Schwab and Citi both recently suffered website outages, Schwab’s phone service is what consumers depend on the most, McAdam said.

“The activity that really does help to keep Schwab ranked so highly is the quality of telephone service. … It’s fast, it’s friendly, resolution rates are strong,” McAdam said.

Personalized finance

Online banks also tend to be better at providing a personalized experience and helping consumers grow their money and access credit, McAdam said.

For example, since digital-first Ally launched Savings Buckets in 2020, consumers have created more than 5 million of the customizable savings tool, the $192 million FI recently shared with BAN.

In addition, Synchrony underwrites $180 billion loans annually through its in-house Prism platform, the $119.5 billion digital bank told BAN in February.

Features drive satisfaction

Direct banks with online chat features, including those with AI-powered chatbots and digital assistants, also have a competitive edge, McAdam said.

“We did see that customers said they were increasingly using both the app and the website to chat online,” he said.

Additionally, the most satisfied consumers reported ease of access for the following website and app capabilities:

• Turning their debit or credit card on and off for better control over card usage;
• Reporting and monitoring debit or credit card disputes directly through the app and web for efficient resolution; and
• Updating security settings/questions and managing account alerts to stay informed and secure.

Ultimately, consumers want options and ease of access to financial tools, particularly during uncertain economic times, McAdam said.

“At the end of the day, it really does come down to the products,” he said.