A True Link Financial, Inc. Publication

2025 Report: Re-imagining the Future of Family Banking

This in-depth report from True Link shares the hard data behind one of the most overlooked segments in banking today: the head-of-household financial caregiver.

When customers are helping a family member navigate life’s financial complexities, they remember the institutions that provided meaningful support in those critical moments.

Our research shows that financial caregivers are a powerful loyalty engine and one of the smartest strategies for growth and differentiation in the digital age.

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