Most consumers trust their bank or credit union with their money—but ask them if their institution offers insurance products, and you’ll likely get a blank look. The answer is yes—many do. Unfortunately, this valuable benefit often goes unnoticed simply because the message never reaches the consumer.

And this is a missed opportunity with high stakes. At a time when personalization is the expectation, financial institutions are sitting on a goldmine of data they could be using to make insurance solutions not just visible, but valuable.

Let’s unpack why this disconnect exists—and how to fix it.