A decade ago, banking was heavily centralized. Customers entrusted the majority of their wealth and financial activities to a single financial institution. Today, as digital banking surges, people are diversifying their portfolios with fragmented financial behavior, challenging retail banks to keep up in a market saturated with startup fintech services. What are the drivers of this switching behavior? How can institutions navigate a fragmented financial services ecosystem? With insights gathered using Fuel Cycle solutions, many financial services organizations are gaining answers to these crucial questions.