ARTHUR D. LITTLE SURVEY WITH 18 KSA BANKS HIGHLIGHTS OMNICHANNEL BANKING TRENDS AND OPPORTUNITIES

38% of KSA respondents emphasize the importance of 24/7 omnichannel service.

35% of Saudi consumers express interest in adopting self-service kiosks within branches.

Only 46% of KSA respondents use mobile apps as their primary banking channel.

Approximately 65% of high-income customers in KSA use digital channels, with many still preferring in-person advisory for complex needs.

33% of KSA respondents prefer applying for loans or mortgages in-branch.

According to a new survey by Arthur D. Little (ADL) covering 18 banks in Saudi Arabia, customers are increasingly demanding seamless omnichannel experiences that combine digital efficiency with trusted human interactions. The survey reveals that 38% of KSA respondents emphasize the importance of 24/7 service, reflecting rising expectations for omnichannel support across all banking platforms.
While digital adoption is accelerating, Saudi consumers maintain a strong preference for personal interaction, particularly for financial transactions involving significant commitments. The survey indicates that 73% of blue-collar workers continue to rely on branches for cash services and remittances, and 35% of respondents express interest in adopting self-service kiosks within branches to streamline basic transactions. Mobile banking adoption remains relatively modest, with only 46% of respondents using mobile apps as their primary banking channel.
Generational and income-based differences further shape banking behaviors. Among younger consumers aged 18–24, 56% report regular mobile banking usage, while approximately 65% of high-income customers in KSA use digital platforms. However, many in this segment still prefer in-person advisory for complex or high-value financial decisions. Additionally, 33% of Saudi respondents prefer to visit branches for loan or mortgage applications, reinforcing the continuing importance of face-to-face support for trust-based transactions.
“Saudi banks have a pivotal opportunity to modernize customer engagement by blending digital transformation with trusted, in-person advisory,” said Martin Rauchenwald, Partner and Global Head of Financial Services practice at Arthur D. Little. “As the Kingdom advances toward Vision 2030, ensuring around-the-clock, omnichannel availability will be critical to meeting the evolving needs of a diverse customer base.”
Vision 2030 has made promoting digital wallets and cashless payments a national priority. However, adoption among older demographics remains slower, indicating the need for sustained education and incentive-driven strategies. Additionally, high-income Saudi customers exhibit limited adoption of digital wealth management tools, with many still preferring face-to-face advisory for complex financial planning.
“To achieve lasting success in omnichannel banking, Saudi banks must introduce digital solutions that are easy to use and supported by human interaction,” said Rezwan Shafique, Principal, Financial Services at Arthur D. Little Middle East. “Strategic deployment of self-service kiosks, digital wallets, and AI-driven personalized services, combined with trusted advisory models, will help bridge the gap between digital innovation and customer trust.”
The survey highlights Saudi consumers’ requests for expanded digital service availability, simple and familiar self-service options within branches, robust branch-based cash and remittance services, and greater access to digital wallets and wealth management tools tailored to individual financial needs.
To fully realize this evolving customer vision, Saudi banks must embrace “phygital” strategies—seamlessly integrating digital platforms with trusted, human-centered services. By adopting a hybrid model that unites digital convenience with personal support, banks in Saudi Arabia can build a resilient, inclusive, and future-ready financial ecosystem.