Three tips to help you switch:

1. Set up an artificial “opt-in” checkpoint. Every couple of years, assume you no longer have your mortgage, credit or insurance products with your current providers. Would your choice be different if you had to start from scratch?

If so, you know what to do.

2. De-brand the offering. Preparing a pros-and-cons list with simple options A, B, etc in the title column (rather than the brand) helps disassociate meaningless brand attributes that artificially inflate our perception of value.

3. Start with something simple. Test new or unknown institutions with a simple savings account or small loan. Become familiar with them so the anxiety of the unknown doesn’t overshadow a good decision.