Balancing Growth and Efficiency: What Industry Leaders Say About Operational Challenges and Key Market Segments in 2026

Highlights: 

• A major growth focus for 2026 is driving financial inclusion by targeting underserved populations (42%) and adapting strategies for digital natives and the gig economy workforce.

• Achieving operational excellence is paramount, with the top challenges being the delivery of seamless digital customer experiences (48%) and the integration of new technologies into the tech stack (42%).

Each year, we ask our Market Pulse audience, made up of experts and leaders across a range of industries, what their thoughts are about the hottest topics in the market and what’s on their minds as they plan for the year ahead. 

As 2026 begins, the insight from the over 100 respondents help us understand how customer expectations are shifting and what operational challenges will matter most in the year ahead. In this final blog post of our three-part series, we highlight how organizations are navigating changing customer behaviors while working to improve performance behind the scenes.

Shifts in Customer Behavior and Expectations

When asked about the most significant changes they are observing in customer behavior, respondents pointed to several clear themes. These results show that organizations are seeing customers become more selective, more digital, and more value-driven.

Top observations about customer behavior included:
• Shifting loyalty and price sensitivity: 34%
• Preference for digital-first interactions: 28%
• Growing concern over data privacy: 18%
• Increased demand for personalization: 11%
• Greater emphasis on ethical practices: 4%

A few write-in responses mentioned cost and rates as top concerns, reinforcing the theme that customers are watching their budgets more closely and expecting clarity and fairness in the products and services being offered. As economic pressures shift, customers may continue to seek both value and digital convenience.

Market Segments to Target in 2026

We also asked respondents which market segments they plan to focus on as they look toward 2026. Their answers provide insight into where growth opportunities may emerge as well as which customer groups will require new strategies or products.

Top segments included:
• Underserved populations and thin-file consumers: 42%
• Digital natives: 21%
• Small and medium commercial banking services: 21%
• Gig economy workers:17%
• None of the above: 29%

The strong interest in underserved populations reflects a market trend toward financial inclusion and alternative data. Interest in digital natives and gig workers also shows that many organizations are preparing for long-term demographic and workforce shifts. At the same time, a sizable portion of respondents selected “none of the above,” which suggests that some organizations may be focused on retention, operational improvement, or other segments not included in the list.

The Biggest Operational Challenges

Behind every customer interaction is a complex set of systems and processes. To better understand where organizations are feeling the most pressure, we asked respondents to share their top operational challenges. Their answers show a wide range of pain points, many connected to technology and cost.

Top challenges included:
• Delivering seamless customer experiences: 48%
• Integrating new technologies into the tech stack: 42%
• Rising operational costs: 35%
• Attracting and retaining skilled talent:29%
• Cybersecurity threats: 25%
• Managing increasing data volumes:17%

These findings reflect a tension many organizations face today. Customers want fast, seamless, and digital-first experiences, while internal teams are working to modernize older systems, manage growing data, and keep operations affordable. At the same time, the demand for skilled talent, especially in technology, analytics, and risk, remains high.

What This Means Going Into 2026

Together, these responses paint a picture of an industry adapting to major changes in customer expectations while navigating tight budgets, rapid technological evolution, and ongoing talent challenges. Organizations know they must deliver stronger digital experiences, but doing so requires investment in both people and systems. Meanwhile, customers will continue to expect transparency, ease of use, and protection of their personal data.

Conclusion

As this series closes, one message stands out: Leaders are preparing for a year in which customer expectations grow faster than ever and operational excellence plays a major role in staying competitive. Whether they are improving technology, targeting new market segments, or strengthening customer trust, organizations are focused on building a future that balances innovation with reliability. We look forward to seeing how these priorities evolve as 2026 unfolds.

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