Leading banks are focussing on existing customers, as the Halifax and Royal Bank of Scotland offer new deals to their current account customers.
Anyone with a Halifax Ultimate Reward account or who put at least £1,000 in their account every month will be eligible for rewards which could make them £350 better off in the first year.
The bank says customers can get better deals on savings, will benefit from reduced mortgage rates and get a more competitive deal on their credit cards.
It's as the Royal Bank of Scotland announces its own similar scheme, with their 'Exclusives' range of deals, also for current account holders.