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Consumer Friction

Consumer friction is any unnecessary effort, incremental step, or inconvenience that significantly slows a consumer’s action or leads them to consider abandoning an application or transaction. Consumer friction may occur offline or online, and includes subjecting consumers to delay by requesting information, requiring additional steps, or sending an applicant to manual review. Judicious use of friction can serve the purpose of confirming that an applicant or account-holder is who they claim to be.