Tariff-related economic uncertainty has defined the U.S. deposit market through the first two quarters of 2025, and the interest rate cuts many expected when the year began did not occur. These factors continue to impact consumer and small business depositor behavior, forcing banks to adapt their strategies to stay competitive.

This eBook examines market activity over the first two quarters of 2025. Powered by proprietary benchmarking and data collection programs, the series equips banking decision-makers with the information and insights they need to navigate a turbulent market with greater clarity and confidence.

• Develop more effective customer acquisition strategies
• Analyze consumer and small business depositor behavior in the context of the current landscape
• Anticipate where the deposit market may go in the second half of 2025