This document provides an overview of LEAN, a proposed new financial service. It believes in empowering customers by giving them the right tools and technology to take control of their finances. LEAN's mission is to provide an effortless way for customers to improve their financial health, wealth and happiness. It aims to bridge gaps in traditional banking relationships and provide true value across a customer's lifetime. LEAN will connect to customers' existing bank accounts and extend services by tying in other financial products and tools. It conducted research including interviews with experts to identify opportunities and design an initial product model and proposition.

1. LEAN
LEAN
Vision Statement

2. LEAN
HEY BANKS, WHAT'S UP WITH
YOUR CUSTOMERS?
The idea for LEAN was born out of the troubled relationship
between banks and their customers.
We've looked at why people are frustrated at best - and
ignorant at worst and we're coming up with a proposal.
LEAN
INTRO

3. LEAN
THE POWER OF EMPOWERING
We believe in the smartness of the customer.
Given the right context and technology they'll regain control and confidence
in handling their finances in a sustainable and self-determined way.
LEAN
INTRO

4. LEAN
INTRO
Our mission statement
"LEAN is an effortless and engaging way
for growing confidence in handling
financial health, -wealth and -happiness."

5. LEAN
OPPORTUNITIES
Setting the Scene:
Windows of Opportunity

6. LEAN
MIND THE GAP
Since traditional banking services are only relevant to customers on a hand
full of occasions, the customer relationship can at best be called patchy.
There lies a grand opportunity to bridge between these patches and
provide true value across the entire lifetime of a customer.
LEAN
OPPORTUNITIES

7. LEAN
Traditional business models, ridged structures and regulation on banks are
limiting their innovation potential.
A rapidly growing marketplace which is free of these constraints is providing
people with financial services with superior customer experience and value.
HELLO! IS IT ME YOU'RE LOOKING FOR?
LEAN
OPPORTUNITIES

8. LEAN
THE WHOLE IS MORE THAN
THE SUM OF ITS PARTS
As customers move towards either no- or multiple financial relationships,
they are challenged to keep oversight and develop a perspective.
We believe in one centre of gravity for financial decision-making, that
works as one holistic experience and that plays along with others.
LEAN
OPPORTUNITIES

9. LEAN
REDUCTION CLARIFIES
Technology has enriched our lives,
yet at the same time we've become uncomfortably "full".
Simplicity is about subtracting the obvious,
and adding the meaningful and the beautiful.
LEAN
OPPORTUNITIES

10. LEAN
WE START, WHERE BANKS STOP
The products, services and the customer engagement that LEAN brings to
the market is an extension of what banks are offering today.
As such we are striving towards bringing together traditional banking
services with the next generation of financial services.
LEAN
OPPORTUNITIES

11. LEAN
PRODUCT
The Product Model

12. LEAN
We're creating a frontend that ties in customers'
existing bank relationship and thoughtfully extends
it with meaning and value.
LEAN
PRODUCT

13. LEAN
PROPOSITION
The Proposition

14. LEAN
Are you ready to LEAN back?
Ready to run Freedom of choice Always there
LEAN connects to your existing
bank account. Customers will be up
and running within a minute.
You may want to choose to open a
savings account that takes
advantage of the great features
that LEAN is offering.
Alternatively you can continue
using an existing savings account.
LEAN is available for all devices
and screen sizes and it adapts to
your context whether you're at
home or on the go.
PROPOSITION

15. LEAN
What customers truly value
Being competent Peace of mind Adapting to changes
Feeling in control is our central
theme through all aspects of
finances: when handling money on
a daily basis, while saving or
planning future events in life.
Peace of mind is not only a value
that relates to a long term
perspective, but also to trusting the
product to avoid bad decision-
making
As customers progress through life
their set of needs and expectations
change dramatically. Adapting to
these changes and removing
uncertainty creates very sticky
customer relationships.
PROPOSITION

16. LEAN
Superior usability Contextual content Clarity over the complex
Quick money transfers, checking
this months' leisure expenses or
saving for the next big toy has
never been so simple and cool.
Sleek features & tools are only the
one side of empowering customers;
engaging them with answers and
inspiration to real-world questions
is part of our holistic approach.
We're hiding complexity and
elevating what is meaningful. The
view on spending habits, leakages
and saving progress is opening up a
whole new perspective.
The soft skills of personal finance
PROPOSITION

17. LEAN
First 'social', then 'media':
First we look at the customers' social life,
then we look at how social media ties in
Accounts for partners,
friends, family
Send and receive
via mail, FB, ...
Crowd-sourced
smartness built-in
Banked accounts are often held in a
grouped constellation. Whether it's a
partner account that helps develop a
joint financial perspective or a teenage
account under parental stewardship -
this is where 'social' starts for us.
Linking LEAN to the customers'
existing communication channels
such as email/FB messaging etc. is
the first step to lowering barriers to
tie in a customers social ecosystem
without compromising privacy.
LEAN is using the 'crowds'
intelligence to refine the spending
analysis and offer peer comparisons
is only the beginning of taking
advantage of the crowds smartness.
PROPOSITION

18. LEAN
"An apple a day, keeps the doctor away."
Towards a sustainable financial lifestyle
Power is nothing
without control
Drive towards saving The big picture
The simplified approach to
spending budgets emphasises the
aspect of conscious, active control
over analytical complexity.
We're turning saving from being
passive and spontaneous into an
engaging, yet still effort-less
activity by 'objectifying' a saving
ambition and motivating the
customer to keep going.
Where it all comes together:
1. the control over daily finances,
2. the development of a savings routine
3. and finally planning of what lies ahead
in the planning module that allows to
simulate the big events in life and their
financial impact
PROPOSITION

19. LEAN
Revenue beyond selling
loans and investments
Referral models Partnerships Consultancy
We will partner with financial
institutions that will be able to
offer the setup of new accounts via
LEAN. Further info tba.
For several embedded financial
services we will partner with
service providers on a revenue-
share basis. Further info tba.
LEAN offers an embedded
communication channel that may be
linked to financial advisory services.
Further info tba.
PROPOSITION

20. LEAN
Meet the people that will be using LEAN
PEOPLE

21. LEAN
Tech & Biz Nerds
Adoption curve
Innovators
Characterisation
Feature centric
Finance management as a sport
Efficiency in financial processes
LEAN will help them...
• detect, categorise and monitor individual expenses
• understand their current and future net value
• automise the transfer of funds to more lucrative deposits
• create budgets and saving goals on the fly to further rationalise monetary flow
• identify saving potential by opting into expense comparison
PEOPLE

22. LEAN
Young Professionals
Adoption curve
Early Adopter
Characterisation
Excitement over first income
Learning ones' spending potential
Gadgetry appeal
LEAN will help them...
• anticipate the monthly expense dynamics with the Safe Cash function
• easily setup new saving accounts
• plan changes in lifestyle with the planning module
PEOPLE

23. LEAN
Fledging Teens
Adoption curve
Early Majority
Characterisation
Maturing financial competence
Under loosening adolescent stewardship
Beginning mobility
What is hip?
LEAN will help them...
• keep a financial balance under parental supervision
• learn the concept and effects of saving as well as the longterm value of money
• handle and monitor money while on the go
• show their parents how they are financially maturing in order to successively qualify for
more independence
.
PEOPLE

24. LEAN
Sustainers
Adoption curve
Early Majority
Characterisation
Moral & sustainable view on life
Counter irresponsible capitalism
Pursuit of moral values trumps cost
LEAN will help them...
• pursue a longterm approach to financial planning
• select and setup an ethically responsible banking account.
• evaluate costs of lifestyle, both: as investment for good living as well as identifying
unnecessary spending
PEOPLE

25. LEAN
Micro Business
Adoption curve
Early Majority
Characterisation
Financial overview and order
Requires multi-account management
Recipient management
LEAN will help them...
• search for expenses & invoices in the account history and create instant views
of reoccurring balances
• create sub-accounts or integrate existing accounts in order to separate private-
from business finances.
• analyse his/her business performance by tagging expense types over time
• setup and maintain his/her financial client relationship as well as an individual
transaction history per client
• file invoices with transactions for further financial processing
• APIs & Import/Export to tie in further financial/accounting services
PEOPLE

26. LEAN
Couples
Adoption curve
Early Majority
Characterisation
Spending harmonisation
Common goals
Setting the future
LEAN will help them...
• to smartly handle individual finances within a common budget
• plan a joint future by projecting spending goals or events on to a financial timeline
• visualise expenses to consent spending behaviour
PEOPLE

27. LEAN
Parents
Adoption curve
Late Majority
Characterisation
Overview
Expense rationalisation
Captainship & elevation of mother-role
LEAN will help them...
• to rationalise family spending by using the effort-less categorisation &
budgeting features.
• maintain an address book for various money transfers that come along with
running a household & family.
• to easily oversee re-occurring expenses in order to intervene or adjust in
time.
• continuously put money on the side for larger expenses by using the auto-
saving feature
PEOPLE

28. LEAN
Field Research
Expert Interviews
Competitor Analysis
Trends
1 qualitative study
12 participants
60 contextual questions
700 minutes of recording
Business, tech, regulatory
opportunities & barriers
PFMTs
Banks
Emerging financial services
Payment
USPs
Enablers
Ecosystems
Partnerships
relevant
Banker
Blogger
CEOs & CTOs
Professors
Investors
95 core messages Key use-cases & behaviours
Merchants
Affiliate marketeers
Price comp.
MO's ING DiBa
Reward programs
fidor bank
EthikBankNIBC
PSD Bank
Targo Bank
Sparkasse
Dwolla PayPal
Google Wallet
Mint
Personal Capital
Simple
PayBack
Finanzblick
CortalConsors
eToro
Square
Kontoblick
moneyou
Sustained lifestyles
Occupy movements
Emerging markets
Financial fragmentation
New forms of banks
Aggregation
Debt crisis
Increasing financial illiteracy
PROCESS
How did we get here?
Design &
Prototype
Expert Interviews
Tech. feasibility
Marketing framework
Discovery Design
Business planning

29. LEAN
Thanks!
contact@leanbank.com
PEOPLE