(8 October 2025 – New Zealand) Corporate loyalty in New Zealand’s transaction banking (TB) sector is showing signs of strain, according to new research from East & Partners, with switching intent climbing to record highs.
Long considered a “sticky” anchor product that underpins broader banking relationships, TB accounts are now proving more vulnerable to churn. Incumbent leaders such as ANZ, Westpac, BNZ, and HSBC face the risk of losing ground if they fail to adapt to client expectations.
Australia offers a warning signal. In 2002, only one in five Commercial businesses had held their primary TB account for less than two years. Today, that figure is one in two. Analysts say New Zealand is heading in the same direction, with corporate account lives shortening and loyalty increasingly difficult to maintain.
Customer Demands Intensify
Corporates are becoming more vocal about their expectations. The research shows the top three improvements businesses are demanding are:
-
A closer understanding of their specific business needs (40.5%)
-
Lower bank fees and charges (18%)
-
Sector-specific expertise (13.1%)
When switching providers, the main drivers are:
-
Better pricing (31.3%)
-
More flexible terms (20.3%)
-
Improved customer support (18.8%)
Treasurers in the research also highlighted a lack of proactive engagement, opaque fees, and underwhelming digital services as additional reasons for moving business elsewhere.
Implications for Banks
Analysts caution that while winning even partial wallet share from an incumbent TB provider is time-consuming and costly, the potential rewards remain significant. Transaction banking continues to anchor wider corporate relationships, often driving flows into lending, FX, and trade finance.
The findings underline the need for banks to refine their client strategies. Success, the research argues, now depends on granular understanding of clients — not just by size, but by sector, business model, and growth trajectory. Client identification has become a decisive factor in retaining and expanding TB share.
For more information on East & Partners’ New Zealand Cash & Payments service, email Sian Kingdon