Banks Have the Tools—Now They Need to Guide You

Jessica Albright · 2026-10-02

You open your banking app, scroll through recent transactions, and freeze. There it is: a payment to some merchant with a name like "XYZ*1234ABC." What is that? Did you get hacked? Should you call the bank? You spend the next 20 minutes Googling, stressing, and second-guessing. Sound familiar? That moment of confusion isn't just annoying—it's a sign of a bigger problem. Banks have packed their mobile apps with features, but they've forgotten one crucial thing: guiding you on how and when to use them. ### The Kitchen Sink Problem Most banks have taken what I call the "kitchen sink" approach. They've thrown everything into their apps—budgeting tools, credit score trackers, bill pay, you name it. But here's the thing: having a bunch of features doesn't mean you'll actually use them. Or even know they exist. As Lea Nonninger, a digital banking analyst at Javelin Strategy & Research, put it in a recent report: banks are stuck in a transactional relationship with customers. They need to help people dig deeper and build a stronger connection that goes beyond simple tasks. In other words, it's not about how many tools you have. It's about whether those tools actually help you manage your money better. ### Why Discoverability Is a Struggle Think about your own banking app. Do you know where to find the travel notification setting? How about turning on real-time purchase alerts? Or freezing your card if you lose it? If you hesitated, you're not alone. Many banking apps have accumulated features over time, tucked away in separate menus and tabs. It's like a junk drawer—you know the thing you need is in there somewhere, but good luck finding it. > "A lot of customers won't know that those features exist," Nonninger said. And even when they do, they often can't find them. This is the discoverability gap. Banks add features, but they don't create clear pathways for customers to use them when it matters most. ### A Better Way: Guided, Not DIY Instead of making you explore everything on your own, banks should surface relevant tools when you're most likely to need them. It's about turning a DIY experience into a guided one. Here's what that could look like: - When you're paying a bill, the app asks if you'd like to set up recurring payments. - When you're reviewing a transaction, it suggests splitting it with a friend via Zelle. - When you're about to travel, it prompts you to set a travel notice. "It's about creating pathways that are more logical for customers and highlighting features when they're relevant," Nonninger explained. This approach doesn't just make the app easier to use—it also builds trust. When you see a confusing transaction, the app could provide more context, like a clearer merchant name or a note that says "This is a recurring subscription you signed up for." That small reassurance can save you a lot of stress. ### The Bottom Line Mobile banking has come a long way. But features alone aren't enough. Banks need to guide customers, not just give them tools. They need to anticipate needs and offer help at the right moment. So next time you see a weird charge, imagine if your app simply said, "Hey, this is from that streaming service you subscribed to last month." Wouldn't that be a relief? That's the future of mobile banking—and it can't come soon enough.