New research indicates that consumer adoption of fintechs as their primary financial relationship (PFR) may be cooling off. A still-uncertain economy and persistent inflation have caused consumers to seek safe and reliable options for their deposits. After shopping around, consumers seem to have opted for the security and comfort of reputable financial brands. In an ongoing study of consumers' PFR, PSCU/Co-op Solutions and EY found that fintechs slipped back to a 10% share in 2024, down from 11% in 2022. In contrast, credit unions maintained their 17% share.