## Financial Ghosting: The Silent Drain on Banking Loyalty 📉

Financial ghosting is emerging as a critical risk for banks, where aggressive customer acquisition is followed by zero engagement. This "silent attrition" leads to dormant accounts that incur costs without generating revenue. • Overall Impact Up to 20–30% of retail accounts in mature markets (Canada, UK, Australia) are low-activity or dormant. Customers ignored in the first 90 days are 30–40% less likely to consolidate balances with that institution. Disengaged clients are 40–50% less likely to adopt high-value products like mortgages or investments. • The Sri Lankan Context Banks in Sri Lanka successfully run salary account campaigns, yet many become "silent shells" within a year due to a lack of follow-up. Professionals often maintain multiple accounts but only actively use the one providing proactive guidance or financial literacy. • Strategic Recommendations Onboarding: Must shift from a one-time "victory lap" to a year-long journey involving financial health check-ins. Digital vs. Human: Hybrid models combining digital efficiency with human trust (e.g., 15-minute advisor calls) report 20–30% higher product adoption. Data Utilization: Use predictive analytics to trigger engagement during key life events like entering the workforce or starting a business. _Note: Analysis based on industry observations and 2022 McKinsey study data._ ---