Depositor behaviors are inherently volatile. Changes in economic conditions, pricing strategy, competitive market dynamics, laws & regulations, technology and consumer preferences can all impact an institution’s deposit base. Despite this, most institutions have a limited understanding of their depositors, hindering their ability to predict future behavior. The view deposit gatherers and product managers have on relationships and/or products often do not align with that of risk or profitability. This will undoubtedly lead to misaligned incentives. It can also lead to difficult to explain fluctuations in key risk measures, like economic value of equity. In all, it makes understanding risk and return much more difficult and could result in incorrect assertions about an institution’s projected net interest income.