In a recent survey on “Financial Services Expectations vs Reality”, FIS found that around half of all consumers want a single platform to manage all fo their financial services from all of their providers. Buit who would provide this single platform? Apple using open finance to access all of the consumer’s accounts? The consumer’s primary bank app? A brand (Nike savings account anyone?) or maybe new specialist financial health providers. Or Meta? Twitter?
I have to say that I agree with Tarun Bhatnagar, President, Platform and Enterprise Products at FIS, who said that as embedded finance propositions mature, there is a significant market opportunity for financial services companies to deliver a unique all-in-one platform experience for their customers.
Think about the dynamics. The distribution side of banking has a much better return-on-equity (RoE) than the manufacturing side of banking, for the obvious reason.
So it’s attractive to for banks to try and compete on the distribution side. But on the distribution side, they are not competeing with other banks but with Google and Instagram and Tik Tok.