PFM Insight Series: Designing PFM tools with the customer in mind


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PFM Insight Series: Designing PFM tools with the customer in mind

  1. 1. August 2013 – Page 1 © Mapa Personal Finance Management 2013: Designing PFM tools with the customer in mind Insight report on the latest and most innovative developments within the field of personal finance management (PFM) from around the world
  2. 2. August 2013 – Page 2 © Mapa Report structure: A. Executive Summary B. Introduction C. Brands Featured -------- 1.Lessons from previous editions 2.Vendor insights 3.Top PFM developments in the last 12 months 4.Increasing customer engagement 5.What the developments mean for banking Methodology: We have taken a detailed look at PFM related offerings provided across internet, mobile and tablet banking. These offerings have been divided into three levels of engagement; basic visualisations; analysis; and take-action tools. This report also provides commentary on several related areas that will feed into internal planning and decision making processes. This report features examples from 23 banks other 12 countries and is based on in-depth quantitative and qualitative research of more than 60 banks across the world in order to help us understand what the current state of play within personal finance management is. In addition we include the latest thoughts and opinions from leading vendors. See the very latest personal finance management related developments from around the world Overview The objective of this third edition of our PFM Report Series was to help digital marketing professionals understand how development and usage of PFM has advanced since our last reports on PFM in June 2012. Faced with different levels of adoption and a myriad of vendors to choose from, should banks keep investing in PFM and if so, what key themes and features should they be considering?
  3. 3. August 2013 – Page 3 © Mapa A Executive Summary Objective The objective for this third edition of our PFM Report Series was to document developments that have occurred since the second edition report was produced in June 2012, to highlight key trends and also to gather and summarise thoughts from leading vendors. We have taken a detailed look at PFM related offerings provided across internet, mobile and tablet banking. These offerings have been divided into three levels of engagement; basic visualisations ; analysis; and take- action tools. This report also provides commentary on several related areas that will feed into internal planning and decision making processes. Key themes Throughout this report the following key themes have emerged: • Customer centricity relevant – as ever: We show a number of banks who have invested significantly to integrate features within the overall digital experience. Most of these intuitive implementations deliver real added customer value. • Embracing new technology and cross channel integration is key to the experience: Cross channel integration is a key focus area. Developments are taking place in all channels, and the cross channel experience is improving. Nevertheless there are still very few examples of consistency across all 3 channels, although more seamless mobile and tablet experiences are evident. Visuals have been largely improved; they are now more intuitive, interactive and also available pre-login. • Implementation and strategies must move with the times. Every digital banking development road map should include the following; visual transactional data, enabling customers to get a deeper understanding of their finances, and take- action features. Today we see all new providers (a couple highlighted in the report) adopting this approach. A summary of research approach We have carried out… • Market and desk research • Quantitative and qualitative analysis • Vendor questionnaires • Strategic commentary • User experience and usability issues ...all within a global context What’s next? This report is the third in our PFM Report Series that looks at how the market is evolving and how banks are overcoming the technological challenges both internally and externally. Over the course of 2013 we will be releasing similar reports as part of our annual insight series. If you would like further information about them then please get in touch with: Sample page from report
  4. 4. August 2013 – Page 4 © Mapa IntroductionB Basic visualisations (Entice) Purpose: Make customers think about what is happening (good or bad) in relation to their day-to-day finances; and, as a result, build awareness and understanding, with the aim of creating interest in gaining deeper insights and developing interaction with the bank. Examples: • Visualisation of current balance / level of balance prior to login • Balance described in terms of number items you can buy (e.g. cinema tickets, coffees, jeans) • Basic charts straight after login showing last month’s total incomings, in relation to spend, with net balance developments Analysis (Educate) Purpose: Facilitate customers analysing their personal finance situation ; where, how and how much do they spend in relation to peers. Understand both ”good and bad” behaviours. Get an up-to-date view on current value of savings, investments and loans. Examples: • Spend per category in relation to total spend including the option to view evolutions over time • Geographical spend summary (i.e. unveiling patterns) • Own spend compared to peers • Holistic view of finances (e.g. providing an overview of all assets and liabilities held with the bank) Take-action tools (Activate) Purpose: Provide engaging tools to help customers improve their personal finance situation (day-to-day focus). Examples: • Intelligent budget feature based on past spend that can help customers avoid overspending • Savings goals to help realising dreams • Scenario analysis – forward looking assessment giving an indication whether to buy or not to buy an item Introduction: In the three years that we have been reporting on the PFM market , it is clear that PFM service offerings have expanded and become more diverse, both in terms of channels and of specific features and approaches adopted. One theme evident in reviewing the market is that each component offered naturally sits in one of three levels of progressive user sophistication. Starting at a basic level, progressing to an analytical level, and ending with an action-taking level. In this edition we have used these three levels as a way of better showing what is happening where in the market place. Below we define the three levels: Sample page from report
  5. 5. August 2013 – Page 5 © Mapa A number of banks have implemented basic bar charts visualising money in and out on the main account. As seen with Barclays (UK) this is prominently displayed straight after login (introduced within both mobile and tablet banking). DNB (NO) have taken things a step further by providing a similar feature prior to login as part of quick balance feature. In addition to the basic bar chart Barclays iPad banking users also see a pie chart overview of spend per category (selected top right on the landing page) and also add categorisation of individual transactions. Top PFM developments: Basic visualisations The Barclays approach to PFM • Mobile: Basic bar chart showing money in / out • Tablet: Same as mobile, but also enabling customers to view spend per category (in relation to total) and amend automatic categorisation • Internet: Fully fledged PFM tool (read more on page xx) This approach is different to the likes of BNP Paribas (FR) who are offering more advanced PFM features across all three channels, something that adds challenges to delivering a good customer experience, particularly within mobile. 3.1 Sample page from report
  6. 6. August 2013 – Page 6 © Mapa Danish High-Street bank Nykredit launched an iPad app Q4 2012 including a decent range of PFM features. Initially PFM was introduced as part of internet banking. These had been extended to mobile (selected features) and now tablet. A feature being unique to tablet is the option to view and track spend using the map view. This is a great example of taking advantage of the device capabilities and adding value customers (e.g. using map view review card spend by location and gain insight on there they spend the most / least money). Total spend over the time period selected. Percentage number shows spend in relation to the same period last year) Detailed spend at one particular retailer Text beneath pie chart says ”Your purchases at Irma represents 4% of all your grocery shopping during February 3.2 Top PFM developments: Analysis Sample page from report
  7. 7. August 2013 – Page 7 © Mapa Wells Fargo (USA) are currently beta testing a Cash Flow Projection Tool. Internet banking customers can sign up via Wells Fargo Labs, where the bank let customers try the latest ideas and technologies on an on-going basis . The objective of the tool is to help customers be in control of their near-term finances. It automatically factors in known scheduled transactions, direct deposits, bill payments, standing orders and any additional information that users want to be included. The Cash Flow Monitor lays out a calendar view with all upcoming transactions. Daily balances will show up in black if all is good, low balance days are highlighted in orange, and any days that are expected to run a negative balance will show up in red. Setting a low balance alert shows customers if they are below the cash cushion Estimate balance view US market* context: • Wells Fargo, Bank of America and Citi all offer PFM features within internet banking • No US bank has yet explored mobile opportunities • Citi provide an appealing iPad app experience including a visual income and spend overview • BB&T and Chase are yet to explore PFM *our review is based on active Mapa Research held accounts 3.3 Top PFM developments: Take action Sample page from report
  8. 8. August 2013 – Page 8 © Mapa Moven (US) describe themselves as being a ‘financial wellness and money management service that helps you spend, save and live smarter.’ and achieve this primarily through mobile technology. From an engagement perspective we particularly like the tone of voice combined with relevant and timely spending feedback (push notifications and messages within the app) on both overall and specific category spend. In addition Moven have two other great engagement features in place; CREDscore® being a real time measure of a person’s financial health and the Financial Personality Grid - both ideal for social channel engagement. For more insight on Moven, see Mapa Research report of February 2013 entitled ‘Disruptors in Financial Services: Is it that Simple? What can retail banks learn from selected distruptor brands’ propositioning and customer experiences?’ Feedback on overall spending based on past spending patterns Overview including clear indication of current financial position 4 Increasing customer engagement: Encouragements and reminders Mobile receipts with instant spending feedback Sample page from report
  9. 9. August 2013 – Page 9 © Mapa Subscribe to our dashboards or use our free social media resources to keep ahead of the Game • Go to our news section on our site and subscribe to the RSS feeds • Follow what we are saying on Twitter @mapainsight • Join our Linked In Group Digital Banking Innovation • Look at what we are reading at our Bookmarks The best way to get in touch is to email the author: Ruth Janssen or Edward Chatham, Managing Director: Or give us a ring on: +44 (0)20 7727 3130 OUR CLIENTS