More than half of consumers who start a digital bank account application never finish it. One reason the problem persists is that many institutions lack visibility and control. They don’t know how many applications are started, where drop-offs occur, or which follow-up efforts are effective. Just as often, banks and credit unions don’t have the flexibility they need to effectively manage the information-capture sequence: what must be collected before the account is opened versus what can be deferred until after. Asking for too much, too soon — or “questionnaire creep” — can be a major source of friction — requiring applicants to complete more steps than necessary before account opening is completed. The instinct is understandable: In an effort to populate CRM systems or future-proof compliance needs, many institutions request nonessential information. The result is a longer, more cumbersome process at the very point when speed and simplicity matter most. In FICO study, nearly one-in-five respondents said they would drop out if asked five or more questions. Some steps in account opening must be completed up front — KYC, identity verification, and initial funding are required. Others, such as choosing overdraft protection or setting up companion accounts, can wait until after the account is active, when trust is higher and the customer is more likely to engage. By deferring these steps, some institutions have seen a significant increase in new accounts – upwards of up to 150% in new accounts. Giving institutions control over this sequencing allows them to front-load only what’s necessary and ultimately move applicants to completion faster. Prefill capabilities can also help streamline the experience, ensuring that every step of the workflow is as efficient as possible. Integrated scanning tools can extract and populate information directly from a driver’s license or phone number, while payment integrations can auto-fill fields using data the institution already holds. Each small efficiency matters, especially during funding. Requiring customers to verify microdeposits or complete multiple extra steps can derail momentum. To minimize friction, limit visible data entry to only what’s required and automate the rest through well-chosen integrations. Tools for identity verification, document scanning, and instant funding can eliminate redundant steps without compromising security. Unclear process flows are another culprit. Without clear visibility or a roadmap, applicants get discouraged early, especially when they’re asked for sensitive information without knowing what’s coming next. All of this compounds uncertainty. Awkward or inconsistent user interfaces can exacerbate the problem. Basic design issues — text that doesn’t wrap, buttons that don’t render properly, pages that require too much scrolling — signal to users that the institution is behind the times. And once a digital experience feels awkward, trust starts to erode. Device switching introduces another layer of friction. A user might begin the process on their phone and plan to finish later on a laptop. But if progress isn’t saved or the system can’t hand off seamlessly, they’ll have to start from scratch. In some cases, even reentering information triggers new validation errors. The customer might also wonder whether they will end up with two conflicting records in the system, leading to future errors. Some institutions may see this as a niche problem, but it can be a showstopper, especially when consumers perceive Amazon- or Apple-quality experiences as the norm. A well-executed application should offer true omnichannel support, allowing users to pause and resume across devices — or even pick up where they left off with a banker in the branch or call center. Progress saved at the field level prevents rework and confusion. When done right, these capabilities can support remarkable portfolio growth. Some institutions have reported 37% increases in loan portfolios and 35% increases in deposit portfolios since launching a more modernized application platform. The account opening workflow may span multiple platforms that weren’t built to work together. In some cases, the online application doesn’t connect to the institution’s core system in real time, requiring manual review or re-entry. Perhaps most surprising of all, many banks and credit unions simply lack visibility into where and why drop-offs occur. Without that data, continuous improvement is impossible.