Brand Executives Fear They’re Losing Customers to Rivals With In-App Financial Tools, Galileo Research Finds

Key Terms

digital wallets technical

A digital wallet is an app or online service that lets people store and use payment details, identification, loyalty cards, or cryptocurrency on a phone or computer—think of it as a virtual version of a physical wallet that can pay for things, prove identity, or hold digital assets. Investors care because widespread use changes how consumers pay, shifts revenue toward companies that control these payment flows, and introduces technology, security and regulatory risks that can affect profits and valuation.

instant refunds financial

Instant refunds are reimbursements issued to a customer immediately after a return or cancellation, with the money posted back to the card, digital wallet, or account without the usual multi-day wait. For investors, instant refunds signal a merchant or payment partner’s speed and ease of operations and can boost customer loyalty and repeat sales, but they also affect short-term cash flow, refund processing costs and fraud controls—similar to getting cash back at a store counter instead of waiting for a mailed check.

bnpl financial

Buy Now, Pay Later (BNPL) is a service that allows consumers to purchase items immediately and pay for them over a set period, often through installment payments. For investors, BNPL companies represent a way to facilitate spending and generate revenue from transaction fees and interest, making them an important part of the evolving digital payments landscape.

direct deposits financial

Direct deposits are electronic transfers that send money straight into a bank or brokerage account without paper checks or manual handling. For investors, they matter because predictable direct deposits—such as payroll, dividends, or interest payments—create steady cash flow, reduce the risk of missed or delayed receipts, and cut processing costs; think of them as an automatic, scheduled delivery that keeps a household or investment plan running smoothly and securely.

See more from StockTitan in Google Search and AI answers. Adds StockTitan as a preferred source · opens Google

Add on Google Not now

Half of Consumers Have Chosen One Brand Over Another Because Paying or Getting a Refund Was Easier

SALT LAKE CITY--(BUSINESS WIRE)-- Consumer demand for financial services embedded within brand apps is outpacing brands’ ability to deliver, with most executives recognizing the gap. New research from Galileo Financial Technologies, soon to be SoFi Technology Solutions (NASDAQ: SOFI), found that 80% of brand executives say they plan to launch integrated financial services, but only 20% have so far.

2026 Galileo Integrated Financial Services Research Report

The 2026 Galileo Integrated Financial Services Research Report, based on surveys of more than 2,000 U.S. consumers and 150 senior executives, shows that while consumers are already using features like saved cards, rewards, and instant refunds inside brand apps, most brands have yet to launch these capabilities.

“The customer relationship is still up for grabs,” said Bill Kennedy, CFO and interim head of Galileo Financial Technologies. “It's no longer won at signup. It's won at the refund, the payment, the reward. Own those moments and customers stay. Get them wrong and they leave.”

The research revealed five key findings about consumer financial behavior, brand readiness and the growing role of financial services inside brand apps.

1. Debit remains foundational, even as financial activity shifts into brand apps.

Debit continues to anchor everyday spending, with 60% of consumers using a bank or credit union debit account. At the same time, the use of alternative payment methods is expanding:

• 17% rely on payment apps as their primary method for everyday purchases
• 41% use digital wallets (such as Apple Pay®, Google Pay™, PayPal®, etc.) within brand apps
• 20% use features like instant refunds — money back in seconds instead of the usual 3–10 business days — or BNPL in shopping and travel apps

Economic pressure is accelerating change:

• 24% changed how they pay in the last year because of rising prices — switching cards, using BNPL, or moving more spend to apps with better rewards.
• 22% actively chose brands offering better rewards

2. Brands recognize the opportunity, but most are still in planning mode:

• 100% of surveyed brands have or will plan to launch integrated financial services within 12 to 18 months
• Only 1 in 5 surveyed brands has launched integrated financial services

Momentum is building quickly:

• 28% of brand executives report being in "crisis mode"
• 80% cite competitor moves as an urgency trigger
• 70% report customer loss to brands with stronger financial offerings

3. Payment experience drives loyalty and brand choice:

• 50% of consumers chose one brand over another because paying or getting a refund was easier
• 20% reported purchasing more often when payment methods are saved in a brand app
• 63% say they are more likely to keep using a brand app if payments are much easier and faster

Consumers say the biggest benefits of integrated payments are:

• Faster checkout (36%)
• Earning more rewards or cash back (33%)
• Easier spending tracking (23%)
• Simpler refunds and returns (21%)
• Fewer payment problems or declines (15%)

4. Consumers are open to using financial tools in brand apps:

• 54% are comfortable using brand apps for instant refunds
• 51% comfortable paying for purchases in-app
• 53% comfortable receiving direct deposits in-app (like having a paycheck or gig earnings land in an account inside an app they already use)

But concerns persist:

• 27% worry about fraud
• 17% worry about data sharing or selling

5. Brands want partners that take the risk off their plate:

• 62% prioritize partners that assume risk and liability for compliance, fraud, and operational issues
• 53% prioritize the ability to integrate with minimal disruption to current operations

Download the full 2026 Galileo Integrated Financial Services Research Report.

About the Research

Consumer insights are based on a March 2026 survey of 2,052 U.S. adults. Executive insights reflect responses from 152 senior leaders across retail, travel, hospitality, gaming, automotive, insurance, and healthcare sectors, primarily in the U.S. and Canada, with revenues ranging from $50M to $1B.

About Galileo Financial Technologies

Galileo Financial Technologies is the financial technology provider connecting banks, fintechs and brands with innovative banking and processing capabilities to help people get their money right. This division of SoFi delivers modern digital solutions that are cloud-native, developer-friendly and regulation-ready, powering exceptional, customer-centric financial experiences across North and Latin America.

©2026 Galileo Financial Technologies, LLC. All rights reserved. Galileo Financial Technologies, LLC is a technology company, not a bank. Galileo partners with many issuing banks to provide banking services in North and Latin America.

Apple Pay^® is a registered trademark of Apple Inc.
Google Pay™ is a trademark of Google LLC.
PayPal^® is a registered trademark of PayPal, Inc.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260519981815/en/

Media:
Solomon Joseph
solomon@fletchergroupllc.com
905-510-1400

Source: Galileo Financial Technologies