The document summarizes a report by Mapa Insight Series on building mobile personal financial management (PFM) with mass market appeal. It highlights key developments by banks and vendors in the mobile PFM space over the last year. The report methodology included analyzing mobile banking functionality from over 200 live bank accounts and research on traditional and non-bank players. It provides insights on trends in the market and vendor perspectives to help with strategic planning.

1. Mapa Insight Series
Find out more about our research:
www.maparesearch.com/research
PFM Insight Series: Building Mobile PFM with Mass Market Appeal

2. © Mapa Research July 2015Page 2
Objectives
The key objectives of the research was to:
• Highlight key developments implemented by banks in the mobile PFM
space over the last twelve months
• Summarise what leading vendors have accomplished over the last 12
months and where they see the market going
• Pinpoint key trends and provide forward looking insights
This report will feed into internal planning processes by providing strategical
understanding of what is happening in the marketplace. Furthermore
innovative examples and approaches can be used to gain inspiration as well
as strengthening existing business cases.
Methodology
Mapa conducts regular exercises in analysing mobile banking functionality
and as a result have developed a deep knowledge of mobile PFM
develpoments. We have used this knowledge in addition to our portfolio of
around 200 live bank accounts and top level research across additional
providers including both traditional and non-bank players. All our findings
have been summarised in this report to provide in-depth insight into the
current state of the market and our insights into what is to come.
We would also like to thank three vendors, Strands, MX and Figlo for their
time and inputs, which are highlighted in the Vendor Insights section and
throughout the report.
Objectives & Methodology
Chapters covered
We start with an introduction and insights into mobile PFM
developments by Jim Marous. The executive summary
provides you with a quick digest of the key findings from the
report.
In Chapter 1 insight from three market leading vendors
highlighting what they have been busy working on and where
they see the market going.
In Chapter 2 we take a look at some of the stand out PFM
features and platforms that were launched by banks over the
past 12 months.
In Chapter 3 we take a deep dove look at a selection of non-
bank mobile PFM offerings.
Finally we summarise and report our conclusions.
What’s next?
Please make sure to look at the list of coming reports for the
2015 Mapa Insight Series (see end of this report). Next we
focus on sales mobile banking. Stay tuned!
A

3. 3. Sample Slides
Page 3

4. Page 4 © Mapa Research July 2015
Ikano Bank (SE): Launched the savings app ’Spara ihop’ in January. It is a stand alone app and allow users to save towards a joint
savings goal by inviting friends. Creating a savings goal is quick and easy where users name the savings goal, add a picture, and set
final date and amount. Customers must login with their own account number, and can choose to share their personal account details
with connections or friends can all save individually towards a common goal.
2
Startpage Set up savings goal including
set up of standing order
See friends who contribute
towards the savings goal
Savings goal achieved
A unique app that fosters engagement between social
groups and the bank to encourage individuals to take
action in order to achieve a shared goal.
Banks: Standalone App

5. Page 5 © Mapa Research July 2015
Disruptor: Tink3
Tink (SE) launched an ID-check in mid May - a free monitoring service aimed at helping customers detect ID and card fraud. In order
to activate the service, the user agrees for Tink to collect data from public registers, as well as third party companies such as credit
providers. If anything unusual occurs, the user receives information of the registered activity, and they can then decide themselves
whether it is something they would like to follow up with or not.
If a new activity occur, the user
gets a notification under each
respective category. Identity and
Ownership, Remarks, Credit-
checks, Account events
If a notification occur, the
user can verify the data as
”Incorrect” or ”Correct”
ID check is now activated.
Verify the data. We will
message you if anything
unusual occurs.
Tink featured as a case
study in our 2014 report.
This is their newest update
from June 2015.
While the app was only
launched in 2013 as a pure
PFM concept app, this tool
takes it to the next level for
customer engagement and
trust.
It shows the possibilities of
leading with a PFM-centric
strategy ;and that money
management should be at
the heart of the customer
mobile proposition.

6. Page 6 © Mapa Research July 2015
Disruptor: Moven3
Moven (US) recently announced at Finovate that upcoming features in the mobile app will help customers save through gamification and
behavioural design both on mobile and on wearables. Below are some of the new features:
• “Lock Away Savings” prompts to encourage users to save extra money when they are below their usual spending patterns.
• Users can set up a visual wish list of items to save, with the option to link it directly to their Pinterest Board.
• When a user wants to spend from their savings account they tap the app interface three times to simulate breaking the glass. An
example of gamification of user experience to differentiate an ordinary task such as withdrawing money, as well as encouraging good
savings behaviour.
• The “Lock away savings’ feature is also available on the Apple Watch.
More information can be found here: http://bit.ly/1FCVhZu
‘Break the Glass’ to Unlock Savings
Users have to tap on the app three times
to access their money
‘Lock Away Savings’ prompts available on the Apple
Watch
Customers are notified when they have enough
money in the green to start saving

7. Page 7 © Mapa Research July 2015
MX’s (US) MoneyMobile app was developed for personal financial management. The app is a standout example of visualising
financial data via patent pending Bubble Budgets which allow users to easily determine each budget’s significance relative to other
budgets (according to it’s size), its health (according to its colour), and spending progress (internal meter).
Vendors: MX3
Key Highlights
• Users need to have the MX MoneyDesktop
account to use MoneyMobile app
• The app was launched in late 2012 with the
initial version of Bubble Budgets
• After multiple updates, the Version 2 of the
app was released in February 2015 with
brand new look and layout, left in budget,
spending vs. income features

8. 4. Mapa Insight
Series:
Report Schedule 2015
Page 8

9. Page 9 © Mapa Research July 2015
Mapa Insight Series: Report Schedule 2015
1. Tablet Banking Series – 7th edition: A deep dive
into five standout initiatives
Published: February
2. SME Banking: How to win share through
successful differentiation
Published: March
3. Mobile Banking Series: How to successfully
implement increased app functionality
Published: April
4. Bank Disruption: Assessing the Disruptive Threat in
Retail Banking
Published: May
5. PFM Insight Series: Building PFM With Mass Market
Appeal
Published: July
6. Mobile Banking Series: State Of The Market
2015 – Part 2
Due: July
7. The Digitization Of The Branch
Due: August
8. The Promise Of Wearables: An Internet Of
Things In Banking
Due: September
9. An Engagement Banking Master Class
Due: October
10. Digital Banking Security Insight Series, 4th
Edition
Due: November
11. Ten Things Digital Teams Should Do In 2016
Due: December

10. © Mapa Research July 2015Page 10
Contact Details
Author
Katrina Elliott
Consultant
katrina@maparesearch.com
Katie Nachshon
Research Manager
katie.nachshon@maparesearch.com
Management
Mark Pavan
Managing Director
mark@maparesearch.com
Gregor McKelvie
Managing Director
gregor@maparesearch.com
Ross Methven
Director of Client Services
ross.methven@maparesearch.com
Mapa Research HQ
4th floor
101-102 Turnmill street
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EC1M 5QP
Tel: +44 207 566 3940
www.maparesearch.com
Subscription and
Consultancy Enquiries
Ross Methven
Director of Client Services
ross.methven@maparesearch.com
Meaghan Johnson
Associate Director, Consultancy
meaghan@maparesearch.com
International Offices
Asia Pacific
Ross Methven
Director of Client Services
ross.methven@maparesearch.com
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ross.methven@maparesearch.com

11. © Mapa Research July 2015Page 11
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