Meet Alex: The Modern Customer Identity Journey

Meet Alex

The modern customer no longer separates digital experiences. Every interaction shapes expectations for the next one.

Digital retail customer

Expects everything now

• 72% abandon purchases when checkout becomes too complex
• Customers want seamless experiences across every digital touchpoint
• 65% prefer one-click checkout

Trust drives personalization

• 74% say trustworthiness impactsaccount creation
• 38% say AI recommendations improve shopping experiences
• 63% stop buying from brandswith poor personalization practices

Security impacts loyalty

• 80% received a breach notice in the past 12 months
• 70% would stop shopping after a security incident
• 81% say they must trust a brand before sharing personal data

Digital financial services customer

Digital-first expectations

• 68% abandon applications due to onboarding friction
• Abandonment exceeds 50% when account opening takes longer than 3-5 minutes
• 48% take their business else where after digital friction

Personalization with permission

• 67% will share more data with their bank when value is clear
• 72% want to know when they are interacting with AI
• Customers want personalized experiences without sacrificing privacy

Fraud is evolving

• ATO fraud rose sharply year over year by 38%
• $27.3B lost to identity fraud in 2025
• Customers expect stronger protection without added authentication friction