The Engagement Banking Framework
This infographic is drawn from Engage to Grow: Designing the Behaviors That Build Better Banking Relationships, Cornerstone Advisors research commissioned by Swaystack. It breaks down the four levels account holders move through — Access, Usage, Expansion, and Primacy — and shows which ones your institution can actually drive versus which one the account holder decides on their own.
Behavioral Signals
Engagement Levels
Primacy
Inside the infographic
Three levels you can drive — one you can’t
Access, Usage, and Expansion are behavioral. They respond to friction removed and next-best-actions surfaced. Primacy is different — it’s a decision the account holder makes, not a box you can check for them.
A signal and a move for every level
Each level comes with a concrete signal to watch (like days between account opening and enrollment) and a specific move to make (like putting the next usable action one tap away).
Why primacy is the number that matters
42% of highly engaged consumers hold six or more products with their primary institution. Only 3% of unengaged consumers do. The infographic shows what separates the two.