It’s very clear that the card industry is making strides to reduce card-present counterfeit fraud by migrating to chip technology, but a much-anticipated increase in card-not-present fraud is slowly ramping up as more and more issuers and merchants adopt chip and tokenized payments.

Several emerging trends point to the continued need for free checking. Here are just a few.

Consumers want to transact in a multitude of ways: by phone; at an ATM or shared branch kiosk; inside a credit union branch; by PC, tablet or smartphone; or using an IVR system.

How does an industry built on personalized human service maintain its relevance in a data-dominant world?