{"id":5283,"date":"2025-06-09T12:54:09","date_gmt":"2025-06-09T12:54:09","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=5283"},"modified":"2025-10-28T06:50:35","modified_gmt":"2025-10-28T06:50:35","slug":"brand-tracking-study-on-us-retail-banking","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/","title":{"rendered":"The New Era of Brand Loyalty in Retail Banking: Borderless Access\u2019 Brand Tracking Study Reveals New Norms of Retail Banking in the US\u00a0"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>Consumers today expect their banks to be as fast and frictionless as the apps on their phones. From opening accounts to transferring money, everything needs to work instantly, intuitively, and on-demand. It&#8217;s a high bar\u2014and one that\u2019s forcing the entire retail banking industry in the U.S. to evolve.<\/p>&nbsp;\n\n\n\n<p>As digital-native competitors chip away at market share, the pressure is on traditional institutions to stay relevant\u2014by modernizing operations without losing the trust and brand strength they\u2019ve spent decades building.<\/p>&nbsp;\n\n\n\n<p>Taking note of these developments, <strong>Borderless Access has recently conducted a study that offers a deep dive into the current state of retail banking in the US.<\/strong><\/p>&nbsp;\n\n\n\n<p>Based on<strong> <\/strong>the findings of<strong> our proprietary <a href=\"https:\/\/borderlessaccess.com\/brand-tracking-and-equity-measure\" target=\"_blank\" rel=\"noreferrer noopener\">brand tracking tool<\/a>,<\/strong> the study illustrates how, for banks looking to grow their market share, it\u2019s not just about better tech or more branches. It\u2019s about finding the sweet spot\u2014balancing day-to-day operational efficiency with building and maintaining strong brand equity. In other words, you can\u2019t just cut costs and hope for the best. Customers still want to feel connected to a brand they trust.\u00a0<\/p>&nbsp;\n\n\n\n<p>The takeaway? Banks that invest in both sides\u2014smooth operations <em>and<\/em> brand strength\u2014are the ones most likely to win in the long run.<\/p>&nbsp;\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#Who_Are_the_Non-Core_Users%E2%80%94and_Why_Should_You_Care\" title=\"Who Are the Non-Core Users\u2014and Why Should You Care?&nbsp;\">Who Are the Non-Core Users\u2014and Why Should You Care?&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#The_Key_Drivers_of_Market_Share_for_Leading_Retail_Banks_in_the_US\" title=\"The Key Drivers of Market Share for Leading Retail Banks in the US\">The Key Drivers of Market Share for Leading Retail Banks in the US<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#Operational_Drivers_of_Brand_Growth_for_Leading_Retail_Banks\" title=\"Operational Drivers of Brand Growth for Leading Retail Banks&nbsp;\">Operational Drivers of Brand Growth for Leading Retail Banks&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#Decoding_JP_Morgan_and_Chases_Expanding_Market_Share_A_Demographic_Breakdown\" title=\"Decoding JP Morgan and Chase\u2019s Expanding Market Share: A Demographic Breakdown&nbsp;\">Decoding JP Morgan and Chase\u2019s Expanding Market Share: A Demographic Breakdown&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#What_Else_Drives_Brand_Loyalty_Beyond_Trust\" title=\"What Else Drives Brand Loyalty Beyond Trust?\">What Else Drives Brand Loyalty Beyond Trust?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#Gaining_More_Core_Loyalists_The_Need_of_the_Hour_for_Retail_Banking_Market_Leaders\" title=\"Gaining More Core Loyalists: The Need of the Hour for Retail Banking Market Leaders&nbsp;\">Gaining More Core Loyalists: The Need of the Hour for Retail Banking Market Leaders&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#_Most_Effective_Mediums_of_Communication\" title=\"&nbsp;Most Effective Mediums of Communication&nbsp;&nbsp;\">&nbsp;Most Effective Mediums of Communication&nbsp;&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#From_Insights_to_Action_Building_the_Retail_Bank_of_the_Future\" title=\"From Insights to Action: Building the Retail Bank of the Future&nbsp;\">From Insights to Action: Building the Retail Bank of the Future&nbsp;<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#1_Segmentation-Led_Strategy\" title=\"1. Segmentation-Led Strategy&nbsp;\">1. Segmentation-Led Strategy&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#2_Experience_as_a_Brand_Lever\" title=\"2. Experience as a Brand Lever&nbsp;\">2. Experience as a Brand Lever&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#3_Omnichannel_Storytelling\" title=\"3. Omnichannel Storytelling&nbsp;\">3. Omnichannel Storytelling&nbsp;<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#Methodology\" title=\"Methodology&nbsp;\">Methodology&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#Final_Word_Why_Insights_Leaders_Must_Act_Now\" title=\"Final Word: Why Insights Leaders Must Act Now&nbsp;\">Final Word: Why Insights Leaders Must Act Now&nbsp;<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-who-are-the-non-core-users-and-why-should-you-care-nbsp\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Who_Are_the_Non-Core_Users%E2%80%94and_Why_Should_You_Care\"><\/span><strong>Who Are the Non-Core Users\u2014and Why Should You Care?&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>At the heart of the Borderless Access\u2019 <a href=\"https:\/\/borderlessaccess.com\/brand-tracking\" target=\"_blank\" rel=\"noreferrer noopener\">brand tracking solution<\/a> is\u00a0<strong>Affinity-Relationship Segmentation<\/strong>. This framework classifies consumers as:<\/p><\/br>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Core Loyalists<\/strong>: Fully engaged users,&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Fringe Loyalists<\/strong>: Brand users open to switch,&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Potential Loyalists<\/strong>: Non-users with strong brand appeal,&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Open<\/strong>: Neutral and uncommitted,&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Unavailable<\/strong>: Committed to other brands,&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Unaware<\/strong>: Not even in the brand\u2019s consideration set.\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-key-drivers-of-market-share-for-leading-retail-banks-in-the-us\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"The_Key_Drivers_of_Market_Share_for_Leading_Retail_Banks_in_the_US\"><\/span><strong>The Key Drivers of Market Share for Leading Retail Banks in the US<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"782\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-for-retail-banks-in-usa-1024x782.webp\" alt=\"Market Share for Retail Banks in USA\" class=\"wp-image-5249\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-for-retail-banks-in-usa-1024x782.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-for-retail-banks-in-usa-300x229.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-for-retail-banks-in-usa-768x587.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-for-retail-banks-in-usa-60x46.webp 60w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-for-retail-banks-in-usa.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>The study reveals a tight dominance by four players\u2014<strong>JPMorgan Chase, Capital One, Bank of America, and Wells Fargo<\/strong>\u2014who together control over 60% of the market. However, market share doesn\u2019t tell the full story.<\/p>&nbsp;\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>JPMorgan Chase<\/strong> and <strong>Capital One<\/strong> outstrip even their brand equity, hinting at formidable operational advantages.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Other players, such as <strong>Citibank<\/strong> and <strong>Goldman Sachs<\/strong>, underperform due to weak consumer affinity and low awareness respectively.\u00a0<\/li>&nbsp;\n<\/ul>\n\n\n\n<p><strong><em>Key Takeaway<\/em>: <\/strong>The results from our brand equity tracking tool indicate that JPMorgan Chase earns loyalty by marrying operational excellence with trust\u2014a rare feat in financial services. However, its <strong>Fringe Loyalist<\/strong> and <strong>Potential Loyalist<\/strong> segments still represent untapped goldmines.\u00a0\u00a0<\/p>&nbsp;\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-operational-drivers-of-brand-growth-for-leading-retail-banks-nbsp\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Operational_Drivers_of_Brand_Growth_for_Leading_Retail_Banks\"><\/span><strong>Operational Drivers of Brand Growth for Leading Retail Banks<em>&nbsp;<\/em><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"782\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-growth-for-retail-banks-1024x782.webp\" alt=\"Brand Growth for Retail Banks\" class=\"wp-image-5250\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-growth-for-retail-banks-1024x782.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-growth-for-retail-banks-300x229.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-growth-for-retail-banks-768x587.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-growth-for-retail-banks-60x46.webp 60w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-growth-for-retail-banks.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Our <a href=\"https:\/\/borderlessaccess.com\/blog\/the-importance-of-real-time-agile-brand-health-tracking\/\" target=\"_blank\" rel=\"noreferrer noopener\">brand health tracker<\/a> drills down into the specific <strong>operational factors<\/strong> that contribute to brand growth. It\u2019s not just about logos and slogans. <strong>Operational factors like ATM placement, transaction speed, and low fees<\/strong> significantly impact brand performance.\u00a0<\/p><\/br>\n\n\n\n<p>This infographic reveals how U.S. retail banks stack up on critical operational touchpoints that shape customer satisfaction and usage. For CXOs, it&#8217;s a reminder that <strong>loyalty isn\u2019t just built on brand reputation\u2014it\u2019s earned through frictionless, everyday experiences.<\/strong><\/p>&nbsp;\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Wells Fargo<\/strong> leads on branch access, low fees, and efficient in-person service\u2014<strong>turning infrastructure into a loyalty lever<\/strong>.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Truist and Goldman Sachs<\/strong> face clear weaknesses in core service areas\u2014<strong>a signal to rethink CX delivery models<\/strong>.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Most banks have <em>gaps in consistency<\/em> across operational factors\u2014<strong>highlighting missed opportunities to convert equity into behavior<\/strong>.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Operational touchpoints like <strong>24\/7 support, queue times, and transaction speed<\/strong> aren&#8217;t just service metrics\u2014they\u2019re <strong>brand-defining moments<\/strong>.\u00a0<\/li>&nbsp;\n<\/ul>\n\n\n\n<p><strong>Key Takeaway:<\/strong> Fix<em> service friction, and fuel both trust and transaction frequency. Positive customer experiences stemming from these factors directly translate into stronger brand perception.<\/em>\u00a0<\/p>&nbsp;\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-decoding-jp-morgan-and-chase-s-expanding-market-share-a-demographic-breakdown-nbsp\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Decoding_JP_Morgan_and_Chases_Expanding_Market_Share_A_Demographic_Breakdown\"><\/span><strong>Decoding JP Morgan and Chase\u2019s Expanding Market Share: A Demographic Breakdown&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"782\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-demographic-breakdown-1024x782.webp\" alt=\"Market Share Demographic Breakdown\" class=\"wp-image-5251\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-demographic-breakdown-1024x782.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-demographic-breakdown-300x229.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-demographic-breakdown-768x587.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-demographic-breakdown-60x46.webp 60w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/market-share-demographic-breakdown.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>The demographic breakdown of JPMorgan Chase&#8217;s market share reveals nuanced insights beyond overall performance.<\/p><\/br>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>While brand equity is consistently strong across age groups and highest among males, market share skews significantly higher for males and the 25-44 age group. <strong>This suggests that while JPMorgan Chase enjoys broad brand appeal, its operational strengths particularly resonate with these specific demographics,<\/strong> enabling them to capture a disproportionately larger market share compared to what their brand equity alone would predict.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>JPMorgan Chase&#8217;s service offerings, channels, or marketing strategies are particularly effective in attracting and retaining male customers and those in their prime working years.\u00a0\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<p><em><strong>Key Takeway:<\/strong><\/em> <em>To fully capitalize on their strong brand, <\/em><strong><em>JPMorgan Chase<\/em><\/strong><em> must strategically adapt these operational elements to better resonate with female customers and the 18-24 and 45-60 age brackets, unlocking substantial untapped market potential.<\/em>\u00a0<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-else-drives-brand-loyalty-beyond-trust\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"What_Else_Drives_Brand_Loyalty_Beyond_Trust\"><\/span><strong>What Else Drives Brand Loyalty Beyond Trust?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>According to our brand health tracker, while JPMorgan excels in <strong>foundational trust<\/strong>\u2014its strongest and most valued trait\u2014there\u2019s a critical <strong>blind spot in emotional engagement<\/strong>, particularly around being seen as an inspirational brand:<\/p>&nbsp;\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Despite high performance in operational areas like <strong>fraud protection, ease of app use, and financial product offerings<\/strong>, the brand underperforms on the <strong>emotional and cultural<\/strong> fronts that increasingly matter to today\u2019s consumers.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>For a bank aiming to future-proof its relevance, this signals the need to evolve beyond reliability into purposeful storytelling, employee visibility, and <strong>brand actions that resonate deeply with modern aspirations<\/strong>.<\/li><\/br>\n<\/ul>\n\n\n\n<p><strong><em>Key Takeaway:<\/em><\/strong><em> The path forward for leaders is to balance trust with inspiration, functional delivery with emotional connection, and ensure their digital experience is not just available but felt\u2014because sustainable growth now depends on affinity, not just functionality.<\/em><\/p>&nbsp;\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-gaining-more-core-loyalists-the-need-of-the-hour-for-retail-banking-market-leaders-nbsp\"><span class=\"ez-toc-section\" id=\"Gaining_More_Core_Loyalists_The_Need_of_the_Hour_for_Retail_Banking_Market_Leaders\"><\/span><strong>Gaining More Core Loyalists: The Need of the Hour for Retail Banking Market Leaders&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"782\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/retail-banking-market-leaders-1024x782.webp\" alt=\"Retail Banking Market Leaders\" class=\"wp-image-5256\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/retail-banking-market-leaders-1024x782.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/retail-banking-market-leaders-300x229.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/retail-banking-market-leaders-768x587.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/retail-banking-market-leaders-60x46.webp 60w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/retail-banking-market-leaders.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>A segmentation of JPMorgan Chase&#8217;s customers reveals that:-<\/p>&nbsp;\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>19% are core loyalists, a larger 15% are fringe loyalists with weaker commitment, r<strong>epresenting an immediate opportunity for conversion into stronger advocates<\/strong>.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>A significant 34% are current users open to other brands, indicating <strong>a need for reinforcement of their choice.<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Notably, a substantial 11% are potential loyalists attracted by other brands, suggesting a need to understand and address the appeal of competitors. The large 17% unaware segment <strong>presents a fundamental visibility challenge.<\/strong>\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<p><em><strong>Key Takeway:<\/strong><\/em> <em>Emotional loyalty is soft among Fringe Loyalists. Without strategic intervention, they will switch at the first sign of better offers or convenience.<\/em>\u00a0<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-nbsp-most-effective-mediums-of-communication-nbsp-nbsp\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"_Most_Effective_Mediums_of_Communication\"><\/span><strong>&nbsp;Most Effective Mediums of Communication&nbsp;&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"782\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-communication-strategies-1024x782.webp\" alt=\"Brand Communication Strategies\" class=\"wp-image-5254\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-communication-strategies-1024x782.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-communication-strategies-300x229.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-communication-strategies-768x587.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-communication-strategies-60x46.webp 60w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-communication-strategies.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>A close look at the media communications used by JP Morgan Chase offers clear cues for devising winning brand communication strategies.<\/p><\/br>\n\n\n\n<p>While <strong>TV remains king<\/strong>, especially among older consumers, <strong>digital video and social media<\/strong> are gaining traction among the 25\u201344 age group\u2014the same demographic that houses both Core and Potential Loyalists.<\/p>&nbsp;\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Fringe Loyalists<\/strong> skew towards <strong>online videos and social media<\/strong>, suggesting a growing need for omnichannel marketing.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>For <strong>Potential Loyalists<\/strong>, visibility on <strong>OTT and TikTok<\/strong> can make or break brand consideration.\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<p><em><strong>Key Takeaway:<\/strong> Integrate traditional media with contextual, digital-first storytelling that resonates with emotion and purpose.\u00a0<\/em>\u00a0<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-from-insights-to-action-building-the-retail-bank-of-the-future-nbsp\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"From_Insights_to_Action_Building_the_Retail_Bank_of_the_Future\"><\/span><strong>From Insights to Action: Building the Retail Bank of the Future&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To turn these insights from our brand awareness tracker into growth, CXOs should adopt a <strong>3-pillar approach<\/strong>:<\/p>&nbsp;\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-segmentation-led-strategy-nbsp\" style=\"font-size:20px\"><span class=\"ez-toc-section\" id=\"1_Segmentation-Led_Strategy\"><\/span><strong>1. Segmentation-Led Strategy&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Abandon aggregate targeting. Use affinity data to:<\/p>&nbsp;\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Deepen bonds<\/strong> with Fringe Loyalists via CX enhancements,&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Convert Potential Loyalists<\/strong> with trust-building, sustainability messaging, and localized outreach.\u00a0<\/li>&nbsp;\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-experience-as-a-brand-lever-nbsp\" style=\"font-size:20px\"><span class=\"ez-toc-section\" id=\"2_Experience_as_a_Brand_Lever\"><\/span><strong>2. Experience as a Brand Lever&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Elevate operations as part of the brand promise. Convenience, low fees, and fast service are not hygiene\u2014they\u2019re differentiators.<\/p>&nbsp;\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-omnichannel-storytelling-nbsp\" style=\"font-size:20px\"><span class=\"ez-toc-section\" id=\"3_Omnichannel_Storytelling\"><\/span><strong>3. Omnichannel Storytelling&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Move beyond product features. Share stories about community empowerment, employee excellence, and digital innovation. But tailor the medium to the segment.<\/p>&nbsp;\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-methodology-nbsp\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Methodology\"><\/span><strong>Methodology&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This study, conducted in February 2025, analyzed the preferences of 409 active U.S. retail banking customers (aged 18+) across the United States. The respondents, comprising both male and female primary or joint decision-makers who had engaged in banking activities within the past three months, were carefully screened for data authenticity.<\/p>&nbsp;\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-word-why-insights-leaders-must-act-now-nbsp\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Final_Word_Why_Insights_Leaders_Must_Act_Now\"><\/span><strong>Final Word: Why Insights Leaders Must Act Now&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This Borderless Access study doesn\u2019t just offer a snapshot of U.S. retail banking\u2014these market research insights redefines the role of brand tracking in strategic decision-making. For CMIs under pressure to do more with less, our proprietary brand tracking solution offers the clarity, granularity, and agility to outmanoeuvre competitors and influence boardroom decisions.<\/p>&nbsp;\n\n\n\n<p>Are your current solutions for tracking brand performance delivering the clarity you need?<\/p>&nbsp;\n\n\n\n<p><a href=\"https:\/\/borderlessaccess.com\/contact-us\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Find Out<\/strong>&nbsp;<\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Consumers today expect their banks to be as fast and frictionless as the apps on their phones. From opening accounts to transferring money, everything needs to work instantly, intuitively, and on-demand. It&#8217;s a high bar\u2014and one that\u2019s forcing the entire retail banking industry in the U.S. to evolve. &nbsp; As digital-native competitors chip away at market share, the pressure is on traditional institutions to stay relevant\u2014by modernizing operations without losing the trust and brand strength they\u2019ve spent decades building. &nbsp; Taking note of these developments, Borderless Access has recently conducted a study that offers a deep dive into the current&#8230;<\/p>\n","protected":false},"author":21,"featured_media":5255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-5283","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Borderless Access Brand Tracking Study on US Retail Banking<\/title>\n<meta name=\"description\" content=\"Discover market research insights from our latest brand tracking study on U.S. retail banking, revealing how banks can balance technology, trust, and brand equity.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The New Era of Brand Loyalty in Retail Banking: Borderless Access\u2019 Brand Tracking Study Reveals New Norms of Retail Banking in the US\u00a0\" \/>\n<meta property=\"og:description\" content=\"Discover market research insights from our latest brand tracking study on U.S. retail banking, revealing how banks can balance technology, trust, and brand equity.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Research Insights -Borderless Access Blog\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-09T12:54:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-28T06:50:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/06\/brand-tracking-study.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1250\" \/>\n\t<meta property=\"og:image:height\" content=\"955\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Cindy Bowdan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cindy Bowdan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/\",\"name\":\"Borderless Access Brand Tracking Study on US Retail Banking\",\"isPartOf\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\"},\"datePublished\":\"2025-06-09T12:54:09+00:00\",\"dateModified\":\"2025-10-28T06:50:35+00:00\",\"author\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#\/schema\/person\/7cef99a161a6dc7f1d93f063980cd0fd\"},\"description\":\"Discover market research insights from our latest brand tracking study on U.S. retail banking, revealing how banks can balance technology, trust, and brand equity.\",\"breadcrumb\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-us-retail-banking\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/borderlessaccess.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The New Era of Brand Loyalty in Retail Banking: Borderless Access\u2019 Brand Tracking Study Reveals New Norms of Retail Banking in the US\u00a0\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/\",\"name\":\"Market Research Insights - 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