In this age of digital communication, smartphones, smartwatches, and instant information, consumers don’t have to look far—or at all (Hello, digital ad retargeting!)—to find companies that are chomping at the bit to serve them in just about any capacity. While this is great for consumers, it poses a challenge to lenders. How can financial institutions rise above the increasingly large pool of competitors to win a borrower’s business? Fortunately, traditional financial institutions already offer their customers many advantages, and focusing on those existing advantages is the key to winning business and deepening your existing relationship.