Marketing teams across financial services are fighting an uphill battle: email performance is declining, app engagement is flat, and consumers are overloaded with channels that feel impersonal or untrustworthy.
But there’s one place consumers still pay attention: their messaging inbox. It’s where they communicate, where they make decisions, and increasingly, where they want to manage their financial life.
That’s what makes the new research report, ‘The Messaging Evolution: Exploring Consumer Motivation and Behavior in the Age of RCS,’ so timely and impactful for lenders. The data shows that consumers are ready to take action directly inside the message thread, and RCS is quickly becoming one of the most powerful channels for converting interest into applications.
Key Takeaways
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- 78% of consumers are likely to take action after receiving an RCS promotional message from a verified lender or issuer.
- 70%+ of consumers are more likely to engage with their lender if RCS is used.
- 59% are more likely to choose a lender offering RCS capabilities over one that does not.
- 30% are more likely to complete an application for a pre-approved credit offer with the “Apply Now” one-tap action button in an RCS message.
RCS Closes the Trust Gap That Hurts Promotional Performance
Promotional SMS struggles because consumers fear scams, 51% cite fraud concerns as the reason they avoid interacting with texts. RCS reduces that fear with verification and branding that visually signals legitimacy. This matters because trust is the #1 barrier to engagement.
After seeing real RCS campaigns in action:
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- 82–84% of Gen Z and Millennials said they feel more comfortable with interacting with RCS than traditional messaging.
- Gen X jumps to 71%, and younger Boomers rise to 57% more comfortable.
This trust doesn’t just improve sentiment; it changes behavior. More than 70% of consumers say they would engage more with their lender if RCS were used, demonstrating how verification and branding directly increase responsiveness. And once that trust is in place, action follows. 78% of consumers say they’re likely to act on an RCS promotional offer.
RCS Changes Application Behavior
The report also highlights how active younger generations already are when it comes to borrowing:
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- 84% of Gen Z applied for a credit card in the last 12 months
- 54% used BNPL
- 51% applied for a personal loan
These consumers expect digital processes that are fast, intuitive, and friction-free; exactly what RCS delivers. They respond more readily to application prompts in a text message than in email, apps, or web portals.
With RCS:
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- No downloads
- No passwords
- No channel switching
Just an action button that says, “Apply Now.”
That simplicity matters: 30% of Gen Zers say they’re more likely to complete a credit card application with the “Apply Now” one-tap action button directly inside an RCS message.
RCS Gives Marketers the Missing Conversion Lever
With consumers ready (and even eager) to engage inside messaging, financial institutions have a new path to:
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- Increase lead-to-application conversions
- Boost cross-sell adoption
- Reduce drop-off from email and push
- Stand out in crowded product categories
And differentiation is becoming a competitive advantage on its own. Nearly 6 in 10 consumers say they would choose a lender offering RCS over one that does not. Messaging capabilities are now shaping lender choice before any promotion even goes out the door.
The Bottom Line
The message from consumers is clear: they want to engage — and apply — inside messaging. RCS gives lenders a direct, trusted path to influence decisions at the exact moment intent is highest.
