Ampersand Inc., a financial services firm modifying deposit management, announced the release of its second annual Depositor Priorities Survey report. Bank safety and soundness continues to be a key theme of this report – with nine out of 10 depositors voicing concern about bank safety and bank failures, while a key change from last year's report highlights that depositors are significantly prioritizing liquidity.

The full survey results, based on responses from leading executives and senior managers across industries involved in deposit administration, can be found here.

A few key findings include:

• Nine out of 10 depositors cite concerns about the safety of their deposits. Seven in 10 depositors have gone as far as to make changes to their deposit behavior in recent years because of this concern.

• Depositors state that their experience with their financial institution would be vastly improved if they were assured of liquidity. Some 43% of depositors surveyed cite this as a key concern for them as they review their banking practices for the future.

• Bank loan requirements continue to be a major issue for depositors. 61% of respondents say that they are limited in their ability to select a financial institution because of loan requirements, a dramatic increase from last year's survey where 28% of respondents reported the same.

• Alignment with depositors' values is increasingly important. 88% of financial services professionals agree that demand for values-based banking products has increased in recent years, with nine in 10 depositors stating they are willing to give up a portion of their return if their financial institution can guarantee deposit safety while being values aligned.

"Year over year, we can see that bank safety and soundness continues to be a top priority for depositors across a variety of sectors," said Kelly A Brown, Ampersand Chairman and CEO. "Additionally, this year's survey reveals further pain points we know have been an issue for some time – like loan requirements, and the process that depositors must undertake if they want to change financial institutions. At Ampersand, we're uniquely poised to help depositors address their safety concerns while maximizing rate and minimizing management time. It's our goal to partner with our clients to make their deposit experience as seamless as possible."

The survey, held in late 2024, draws on responses from over 250 executives or senior managers involved in the administration of cash deposits on behalf of their employers or their clients, including those in the healthcare, insurance, hospitality, retail, and professional and business services sectors, among others.

Ampersand is a Midwest-based financial services firm dedicated to addressing the distinct treasury management needs of financial institutions and depositors.