This article explores marketing factors and elements affecting customer equity in establishing lasting relationships with profitable clients that are gaining more attention from marketers. In the current environment, the effectiveness of price competition and mass advertising is diminishing, leading companies to explore alternative strategies to capture consumer interest. The advancement of customer equity is considered one of the most promising research areas in marketing. One fundamental belief of customer equity is that a customer is considered a financial asset, just like any other asset. This allows companies to evaluate their customers’ assets’ worth and make prudent financial choices. The aim of the study is to reveal how marketing factors influence customer equity, providing valuable insights for both scholars and professionals. To achieve the goal, the authors have made a survey of customers of the 4 biggest banks in Latvia. As a result, the article summarizes survey results and calculates the impact of various factors affecting consumer equity. The article seeks to answer: 1. What are the main factors that affect customer equity? 2. Which dimensions of customer equity and their corresponding factors have the greatest influence on customers? This article has 3 sections. The first section is based on the generalization of theoretical aspects. The second section describes the research method as well as the results of a customer survey to identify the factors affecting customer equity. In the last section, the authors discuss conclusions and recommendations.