This document provides a summary of a report on personal financial management (PFM). The report aims to highlight new PFM developments over the last 12 months, summarize what leading vendors have accomplished, and identify key trends. It analyzes PFM offerings from 40 banks across 10 countries. The report segments PFM offerings into basic visualizations, analysis tools, and tools to take action. It finds that while traditional banks have not significantly improved PFM, new digital-first offerings provide more engaging experiences across channels. Leading vendors are focusing on utilizing big data to provide more intelligent insights and targeted offers to users.

1. Insight report aiming to help you better understand the current state of play,
what vendors are doing and where PFM is heading
PFM Insight Series:
Will Big Data projects help put PFM centre stage?
Mapa Insight Series
Find out more about our research:
www.maparesearch.com/research/reports
Table of contents:
1. Report objectives and methodology (p.2)
2. Sample pages from the report (p.3)
3. Mapa Insight Series: Report schedule
2014 (p.12)
4. About Mapa (p.14)

2. © Mapa International Ltd
Report structure:
A. Objectives and methodology
B. Executive summary
C. Conclusion
D. How we segment PFM offerings
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1. Lessons from previous editions
2. Vendor insights
3. Top PFM developments
4. Increase customer engagement
5. Case study: Tink
Objectives:
The key objectives of the research was to:
• Highlight new digital PFM developments implemented in the last 12 months
• Summarise what leading vendors have accomplished over the last 12
months and where they see the market going
• Pinpoint key trends and comment on what the future will hold
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:
We have conducted research using the portfolio of live accounts that we have
access to. In total, we have researched in detail, 40 banks across 10
countries. In addition we have done top level research across additional
providers including both traditional and outside banking players.
Our findings have been summarised in this report, providing an up-to-date
picture of the market including in-depth insight of what has been happening
within secure internet banking spaces across the globe.
June 2014 – Page 2
Report objectives and methodology1

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User developments in the last 12 months
PFM – not a key area for traditional banks during 2013
Traditional retail banks have not been adding new PFM features
to their offerings, however Mapa believes that a number of banks
are working on them behind the scenes. A consistent theme
across all banks has been the development of more and more
products and related self-servicing features moving into mobile
and tablets. This is reflected at a PFM level. Today, customers
can get a much better overview of their finances regardless of the
device used.
No single approach dominates in channel developments
Implementations and improvements seen all take different
approaches including:
• Internet, mobile as well as tablet banking only
• Mobile and tablet banking
• Cross channel
• Responsive web design implementation.
Similar features – experiences the differentiator
Features are fairly similar across the new initiatives coming to
market. There are a small number of standout examples but it’s
the methods used by the providers to facilitate integration, and
increase both intuition and engagement, which has most caught
our attention.
B Executive summary
Vendor insights
More forward looking insight
As opposed to just visualising and presenting historical data,
vendors have been working on being able to provide more
forward looking insight such as financial calendars and cash flow
projection.
Better utilising big data
Three out of four vendors have been working on big data
projects, all with the goal to provide more intelligent insight and
marketing messages to the end user. Looking ahead vendors
anticipate that this will become even more important. In particular
collaborations between banks and merchants which will result in
consumers receiving intelligent offers based on PFM data.
PFM moving into the overall digital experience
Looking ahead PFM will become embedded to the overall digital
experience. The early generations of big chunky implemenations
will disappear over time.
Entry of more non-traditional players
According to vendors these are looking to have an even bigger
impact on the industry and banks are becoming increasingly
aware of this.
June 2014 – Page 3
Sample page from report

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How we segment PFM offeringsD
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 four years that we have been reporting on PFM , 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:
June 2014 – Page 4
Sample page from report

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3
Statistics on the previous page focused on what is present or not, but what about the actual user experience? Considering PFM
initiatives in the 10 countries we examined, you can, broadly speaking, divide them into the two following distinct groupings.
Top PFM developments in the last 12 months: Current state-of-play
New approach PFM
Key characteristics
• Present across channels, or mobile and tablet only
• Well integrated and appealing visuals
• Focus on day-to-day finances, not everything
Examples
• Danske Bank (DK)
• BNP Paribas (FR)
• ING Direct (ES)
Challenges / opportunities
• Presenting relevant and engaging insight regardless of the
device used
• Likely to appeal to a wider audience
• The next step: how to make users analyse and take action
from the data
Traditional early user PFM
Key characteristics
• Typically present within internet banking only
• Hidden from pages visited the most
• Detailed, not intuitive and outdated visuals
Examples
• Bank of America (US)
• La Caixa (ES)
• Rabobank (NL)
Challenges / opportunities
• Getting users to find and use the information
• How to attract a wider audience
• Lack of engagement and not front of mind as only present in
one channel
The traditional approaches out there face the biggest challenges whilst we see that new initiatives have the potential to create
engagement with a wide range of customers. In last year’s report, we discussed Danske Bank discontinuing its outdated internet
banking only solution in order to make way for the development of a new and simplified cross channel approach. We suspect that
banks belonging to the left-hand column are considering a similar route.
This report focuses on how we think PFM will develop in retail banking services. This is coupled with insight from niche players
outside the regular banking sphere as they often seem to raise the bar for what is feasible.
June 2014 – Page 5
Sample page from report

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Building on the examples on the previous page, we would like to highlight some further improvements. Again, these are all minor yet
significant examples of how relevant additions can add value to the experience. Besides the fact that these are predominantly the
types of approaches banks have been working on, it is evident that mobile is the prioritised device for developments.
Bank of Melbourne (AUS)
Customers can choose to
activate a quick balance
feature including a
barometer indicating where
your balance sit in relation
to pre-set thresholds.
Comm. Bank (AUS)
Following an app relaunch
Q1 this year total credits and
debits and net position are
now displayed straight after
login.
As it stands accounts and
cards are included. This can
help customers to get a
better feel for their overall
finances.
BBVA (ES)
The bank has recently
introduced an app re-design.
The landing page after login
lists all your products with
the bank and a bar chart at
the top now gives customers
a visual understanding of
split between assets and
liabilities.
Sabadell (ES)
Yet another example of a
Spanish banking app refresh
comes from Sabadell.
Similar to BBVA a bar chart
approach is used. In this
case it highlights the
percentage split between
regular accounts and
investments.
Top PFM developments: Basic visualisations – smaller improvements3.1
June 2014 – Page 6
Sample page from report

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One of the most significant additions during the last 12
months amongst the traditional players we regularly monitor
came from Commonwealth Bank (AUS). Highlighted below
are the standout qualities of the ’My Spend’ tool which is
present within internet banking only:
1. Features are present and nicely integrated to the account
transactions page, hence one of the pages you visit often.
This can help to drive awareness amd engagement.
2. Using the settings drop-down users can choose to turn on
/ off ’My Spend’ features as and when they like.
3. Relevant and eye-opening summary of spend per
category. Users can switch between pie and bar chart
view.
4. Automatic categorisation can be easily amended. Do note
the option to ’Apply to similar transactions’
5. Relevant and easy to use search feature
Finally, users can click ’More’ and arrow icon links in order to
navigate to a specific page with more features, see next page.
June 2014 – Page 7
Top PFM developments: Analysis – internet banking only focus
1
4
5
2
3
3.2 Sample page from report

8. © Mapa International Ltd
ING (BE): The ’My Budget’ section is still highlighted as being
in beta and consists of one clear and intuitive overview page
(screenshot to the left).
Users set the preferred time period at the bottom. By pressing
and turning the wheel users can choose to highlight
categories of interest. In this case ’Salary’ and ’Home’. When
tapping ’View details’ users can see a breakdown of spend in
that particular category (see below).
ING has prioritised developing PFM features for iPad users
only. No features are available in mobile or internet banking.
What do we like about this example?
 Available features are seamlessly integrated
 Prominent positioning of features
 No setup process
 Not overdoing it – relevant and intuitive features.
Top PFM developments: Analysis – tablet only development3.2
June 2014 – Page 8
Sample page from report

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Kiboo (US) is a relatively new initiative primarily aimed at kids, youths and their parents. The product consists of a debit card,
current and savings account which you manage through a browser based interface. Central to the service is a visual overview of
finances, how and where your spend, budgets and savings goals.
An interesting part of the service is that parents can overview how their kids spend their money and what savings goals they
currently have. Parents can quickly and easily transfer money in to their kids’ accounts.
Finally we want to emphasize that Kiboo has partnered with a number of retailers and this comes in to play when having achieved
a savings goal. Depending on the purpose with the goal the user is presented with information on where to buy the item (e.g
smartphone, bicycle) at the best price.
4
Link to an interview with the founder:
elitedai.ly/1ah8NDH
June 2014 – Page 9
Link to site kiboo.com
Increasing customer engagement: Initiative aimed at kids and parents
Point of note
Do remember Yodlee’s comment earlier saying
that collaborative banking features being one of
their key areas of development during the last
12 months.
Sample page from report

10. © Mapa International Ltd
Introduction to the reports:
These eight reports (two per quarter) are aimed to cover key hot topics within the field of digital financial services. The reports have
a global emphasis providing insight into the latest trends and developments.
The reports aims to support investment decisions within the field providing an independent view. In addition they provide as an
inspirational resource as well as it helps to increase your overall understanding and awareness of different topics.
3. Mobile banking – state of the market 2014
Three key questions to ask as part of the research
1. What is the current state of play?
2. What innovative ways have banks developed for mobile
banking users in the last 12 months?
3. What are the key trends and what does the future hold?
Three key points for the reader to take away:
1. Up-to-date view on developments within the mobile banking
2. Understand where developments take place and key trends
3. Insight into leading initiatives
4. The evolution of digital PFM – 4th edition
Three key questions to ask as part of the research
1. What new digital PFM tools have been implemented in the
last 12 months?
2. What have leading vendors accomplished over the last 12
months and where do they see the market going?
3. What are the key trends and what does the future hold?
Three key points for the reader to take away:
1. Up-to-date view on developments within digital PFM
2. Understand where developments take place and key trends
3. Insight into leading initiatives
1. Cross channel experiences- state of the market 2014
Three key questions to ask as part of the research
1. To what extent are experiences aligned (look and feel,
functionality, security and communication)?
2. What is the current state of play including key challenges?
3. What are the key trends and where are we moving?
Three key points for the reader to take away:
1. Up-to-date view on the current state of play
2. Understand where developments take place and key trends
3. Insight into leading initiatives
2. Tablet banking report series – 6th edition
Three key questions to ask as part of the research
1. What are the current tablet banking propositions
2. What are current browser experiences after login like?
3. Are banks utilising sales opportunities at hand?
Three key points for the reader to take away:
1. Understanding of tablet banking propositions
2. A feel for current browser experiences after login
3. Identify to what extent banks have utilised the sales
monetisation opportunity that comes with tablets
June 2014 – Page 10
5 Mapa insight series: Reports schedule 2014

11. © Mapa International Ltd
5. Digital innovations: Selling within digital banking
channels – 2nd edition
Three key questions to ask as part of the research
1. How do banks utilise the different channels from a sales and
marketing perspective?
2. How have approaches evolved over the last 12 months?
3. What are the key trends and what does the future hold?
Three key points for the reader to take away:
1. Understanding of different techniques and approaches used
2. Get a feel for where the market is moving
3. Insight into leading initiatives
6. Digital innovations: Engaging and onboarding
business banking customers – 2nd edition
Three key questions to ask as part of the research
1. What are banks doing to segment their offerings and make
them more relevant and appealing to customers/prospects?
2. What are banks doing to engage customers/prospects and by
that draw them into the website?
3. How have techniques and approaches in relation to point 1-2
evolved over the last 12 months?
Three key points for the reader to take away:
1. Understand how retail banks worldwide try to engage
prospects in the digital space
2. A review of niche features available to business banking
customers
3. Insight into how retail banks worldwide utilise the digital
channels to generate new customers
7. Digital banking security report – 3rd edition
3 key questions to ask as part of the research
1. What innovative and different initiatives are currently
available?
2. How will these initiatives affect the customer experience?
3. What are the key trends and what does the future hold?
3 key points for the reader to take away:
1. Up-to-date view on developments within the field
2. Understand where developments take place and key trends
3. Detailed insight into activity from banks worldwide
8. The evolution of point-of-sale mobile payment
services – 3rd edition
3 key questions to ask as part of the research
1. What is the current state of play of the mobile payments
market in relation to edition 1-2?
2. What new services have come to market (and being
scrapped) in the last 12 months?
3. What are the key trends and what does the future hold?
3 key points for the reader to take away:
1. Up-to-date view on developments within the mobile payments
sphere (point-of-sale only)
2. Understand where developments take place and key trends
3. Insight into a range of innovative and different initiatives
June 2014 – Page 11
Mapa insight series: Reports schedule 20145
Next steps:
If you are interested in finding out more about the reports
including purchasing options please do get in touch with
Niklas Olsson: niklas@maparesearch.com

12. Our Clients
June 2014 – Page 12 © Mapa International Ltd

13. UK Nordic Asia Pacific
Edward Chatham Niklas Olsson Mark Donohue
edward@maparesearch.com niklas@maparesearch.com mark.donohue@maparesearch.com
+44 (0)20 7566 3949 +46 (0)8 509 074 05
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