If you are in charge of marketing or data analytics at your bank, you likely are familiar with the concept of the primary account relationship. For those of you that are new to the concept, it goes something like this: People can shop anywhere for their financial products. Most of us have relationships with more than one financial institution. You may have your checking account and your savings accounts at one bank, your auto loan with a credit union, and your mortgage somewhere else. Your student loan may be with an online-only lender.