This episode of the Practical Perspective series dives into the hidden gaps and friction points in financial brand customer journeys that lead to loss of potential loans and deposits. James Robert Lay, along with Audrey Cannata, share insights from a recent website secret shopping study.  They identify how confusion, friction, and unclear expectations during the personal loan application process can cost financial brands millions. Various issues, from overly complex application steps to lack of clear communication, are discussed along with potential solutions such as improving micro-commitments, refining legal and consent sections, and ensuring proactive follow-up through calls. Join us as we discuss: -Personal Loan Application Friction Points (04:35) -The Importance of Communication and Expectations (09:06) -Post-Application Experience and Recommendations (21:08) You can find this episode and many more by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.  Hosted by Ausha. See ausha.co/privacy-policy for more information.