In an uncertain environment of shifting interest rates and a changing regulatory landscape, it is more critical than ever for financial institution leaders to identify which products, branches, channels, and customers drive profitability for their organization. Kaufman Hall and the Association for Management Information in Financial Services (AMIfs) partnered to ask finance professionals at banks and credit unions about their priorities for understanding profitability drivers, and what techniques are used for profitability measurement at their institution, with results highlighted in this report.