RESEARCH · CONSUMER BANKING

Truist's Conversion Scorecard

Truist scored a 22.3 / 100 for customer conversion on its business bank account application, which could not be completed.

Why SOLO Scores

SOLO works with 100s of fintech programs to optimize the unit economics and customer conversion of their data collection processes on behalf of their sponsor banks. This research provides a baseline for the impacts of data reusability through the SOLO network.

Where Truist Ranked

See where Truist landed in the review and rankings of the Conversion Scorecard for Business Checking Accounts.

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What’s behind the score.

Truist's application never completed. After 31 manually-entered fields across 10 screens — with personal details requested multiple times and repeated prompts to log into an account the applicant didn't have — the flow ended in a service-unavailable error. No follow-up email, no status, no way to check: as of this review, the application's fate is unknown.

fields — every one entered manually, several requested more than once
User Effort
DNF
the application could not be completed — a service-unavailable error
Application time
communications — no decision, status, or follow-up ever arrived
Decision speed
?
outcome, data usage, and privacy controls all left unclear
Outcome transparency

Methodology

SOLO reviewed the application across four primary categories: User Effort, Application Time, Decision Speed, and Outcome Transparency. Each sub-metric is scored 1–5 against a fixed rubric. Where a system failure barred completion outright, a sub-metric can score 0.

Full Scorecard

17 SUB-METRICS

Sub-metric · What's measured

Total number of screens

How many times the user clicks to the next screen

Score

1 / 5

Why this score — And not more

10 screens before the flow failed — past the 5+ screen floor.

Sub-metric · What's measured

Total number of fields

Total fields / data points supplied

Score

1 / 5

Why this score — And not more

31 fields of entry — past the ≥25 floor.

Sub-metric · What's measured

Manual data entry

Information the user must type in manually, excluding uploads and account connections

Score

1 / 5

Why this score — And not more

Every field entered by hand — no prefill of any kind. The floor.

Sub-metric · What's measured

Document / file uploads

Level of document collection required

Score

5 / 5 · ceiling

Why this score — And not more

No document upload required — the one ceiling in the category.

Sub-metric · What's measured

Account connections

Level of account connections required or optional, and how they improve the experience

Score

2 / 5

Why this score — And not more

The application continuously prompted a login to an existing Truist account, even though the applicant had no active account with the bank.

Sub-metric · What's measured

Repeated actions

Number of times a user completes redundant work

Score

2 / 5

Why this score — And not more

Address, phone, SSN, and other personal details were requested multiple times.

Sub-metric · What's measured

Sensitivity of information required

How much trust is required of the user, and whether it is merited

Score

3 / 5

Why this score — And not more

Sensitive information requested from the first entry screen, with only a basic explanation provided.

Sub-metric · What's measured

User self-sufficiency

Can the user complete the application on their own

Score

1 / 5

Why this score — And not more

The applicant could not complete the application — a Truist system failure ended the flow.

Sub-metric · What's measured

Total number of follow-up actions required

All tasks completed within the same application flow — zero follow-ups.

Score

1 / 5

Why this score — And not more

An error message with no follow-up email of any kind.

Sub-metric · What's measured

Error recovery & resilience

The text with the application link made resuming very quick and easy.

Score

1 / 5

Why this score — And not more

No recovery path — the error barred completion outright.

User effort. Full Conversion Scorecard methodology by category and sub-metric.
Sub-metric · What's measured	Score	Why this score — And not more
Total number of screens How many times the user clicks to the next screen	1 / 5	10 screens before the flow failed — past the 5+ screen floor.
Total number of fields Total fields / data points supplied	1 / 5	31 fields of entry — past the ≥25 floor.
Manual data entry Information the user must type in manually, excluding uploads and account connections	1 / 5	Every field entered by hand — no prefill of any kind. The floor.
Document / file uploads Level of document collection required	5 / 5 · ceiling	No document upload required — the one ceiling in the category.
Account connections Level of account connections required or optional, and how they improve the experience	2 / 5	The application continuously prompted a login to an existing Truist account, even though the applicant had no active account with the bank.
Repeated actions Number of times a user completes redundant work	2 / 5	Address, phone, SSN, and other personal details were requested multiple times.
Sensitivity of information required How much trust is required of the user, and whether it is merited	3 / 5	Sensitive information requested from the first entry screen, with only a basic explanation provided.
User self-sufficiency Can the user complete the application on their own	1 / 5	The applicant could not complete the application — a Truist system failure ended the flow.
Total number of follow-up actions required All tasks completed within the same application flow — zero follow-ups.	1 / 5	An error message with no follow-up email of any kind.
Error recovery & resilience The text with the application link made resuming very quick and easy.	1 / 5	No recovery path — the error barred completion outright.

Sub-metric · What's measured

Time from first screen to completion screen

Stopwatch “start” → “complete”

Score

1 / 5

Why this score — And not more

Never completed — the flow ended in a service-unavailable error.

Sub-metric · What's measured

Time to complete follow-up requests

Time it takes the user to complete assigned follow-up tasks

Score

1 / 5

Why this score — And not more

No follow-up of any kind on how to proceed with the application.

Application time. Full Conversion Scorecard methodology by category and sub-metric.
Sub-metric · What's measured	Score	Why this score — And not more
Time from first screen to completion screen Stopwatch “start” → “complete”	1 / 5	Never completed — the flow ended in a service-unavailable error.
Time to complete follow-up requests Time it takes the user to complete assigned follow-up tasks	1 / 5	No follow-up of any kind on how to proceed with the application.

Sub-metric · What's measured

Time to final decision, from application start

Stopwatch “start” → account open / decision made

Score

1 / 5

Why this score — And not more

No decision was ever rendered.

Sub-metric · What's measured

Time between communications

Responsiveness for additional tasks needed to move the application forward

Score

1 / 5

Why this score — And not more

As of this review, no communication has arrived — and no login or account info was issued to even check status.

Decision speed. Full Conversion Scorecard methodology by category and sub-metric.
Sub-metric · What's measured	Score	Why this score — And not more
Time to final decision, from application start Stopwatch “start” → account open / decision made	1 / 5	No decision was ever rendered.
Time between communications Responsiveness for additional tasks needed to move the application forward	1 / 5	As of this review, no communication has arrived — and no login or account info was issued to even check status.

Sub-metric · What's measured

Clarity of approval

Is a “why” stated for the outcome

Score

1 / 5

Why this score — And not more

The outcome is unknown — an error message with no explanation or next steps.

Sub-metric · What's measured

Ongoing data usage understanding

Do I know how my data is used on an ongoing basis

Score

1 / 5

Why this score — And not more

Totally unclear how submitted data is being used.

Sub-metric · What's measured

Data privacy controls

Can I control permissions over who sees what

Score

1 / 5

Why this score — And not more

No visible controls over permissions or who can see what.

Outcome transparency. Full Conversion Scorecard methodology by category and sub-metric.
Sub-metric · What's measured	Score	Why this score — And not more
Clarity of approval Is a “why” stated for the outcome	1 / 5	The outcome is unknown — an error message with no explanation or next steps.
Ongoing data usage understanding Do I know how my data is used on an ongoing basis	1 / 5	Totally unclear how submitted data is being used.
Data privacy controls Can I control permissions over who sees what	1 / 5	No visible controls over permissions or who can see what.

Opportunity

Highlights

Wins, losses, and what the network would fix.

Category: User effort
Wins: No document uploads required.
Losses: All-manual entry, personal details re-keyed across screens, and persistent prompts to log into an account that didn't exist.
Opportunities: Network pre-fill would remove the re-keying that filled 10 screens before the failure.

Category: Application time
Wins: The form itself moved quickly between screens.
Losses: The application was never completable — a service-unavailable error ended it.
Opportunities: A resilient, pre-verified flow gives the application a path to complete at all.

Category: Decision speed
Wins: None to report.
Losses: No decision, status, or communication of any kind — and no login issued to check.
Opportunities: Instant, network-verified decisioning replaces silence with an answer.

Category: Outcome transparency
Wins: None to report.
Losses: No outcome, no data-usage clarity, no controls — and 31 fields of personal data already submitted.
Opportunities: Consent-based network sharing gives the applicant visibility and control over data already handed over.

Opportunity highlights by category: wins, losses, and what the network would fix.
Category	Wins	Losses	Opportunities
User effort	No document uploads required.	All-manual entry, personal details re-keyed across screens, and persistent prompts to log into an account that didn't exist.	Network pre-fill would remove the re-keying that filled 10 screens before the failure.
Application time	The form itself moved quickly between screens.	The application was never completable — a service-unavailable error ended it.	A resilient, pre-verified flow gives the application a path to complete at all.
Decision speed	None to report.	No decision, status, or communication of any kind — and no login issued to check.	Instant, network-verified decisioning replaces silence with an answer.
Outcome transparency	None to report.	No outcome, no data-usage clarity, no controls — and 31 fields of personal data already submitted.	Consent-based network sharing gives the applicant visibility and control over data already handed over.

Truist's Conversion Scorecard

Why SOLO Scores

Where Truist Ranked

What’s behind the score.

Methodology

Opportunity

Highlights

Replace repetitive workflows with reusable network memory.

Replace repetitive workflows with reusable network memory.