Apple has launched high-yield savings account (at 4.15%) in partnership with Goldman Sachs. The account, which offers a higher rate than Goldman’s own offerings, is FDIC insured and consumers can fund it from their Apple Cash balances or directly from a linked bank account. Why would Goldman Sachs (which has just reported a 19% decline in first-quarter profits on weaker revenue, higher expenses and a $470 million loss from selling some of its consumer loans) do this? They have no choice: it is the future of banking.
The techfins are more than happy to have banks, for example, do the boring, expensive and risky work with all of the compliance headaches that come with it. Big Tech does not care about the manufacturing of financial products, what it wants is the distribution side of the business. Given that they have no legacy infrastructure (e.g. branches), their costs are lower and the provision of financial services helps to keep their customers within their ecosystems. As I wrote back in January, it is very easy to imagine a future where you use an Apple checking account (actually provided by JP. Morgan) and an Apple credit card (actually provided by Goldman Sachs, whose consumer credit division lost more than a billion dollars last year primarily because of the Apple Card) and an Apple loan (actually provided by Wells Fargo) to buy your Apple glasses, then Apple will have a very accurate picture of your finances. A very accurate picture indeed.
You can see why brands are looking at the world of embedded finance. First of all, it is growing. An FIS survey of 2,000 executives at firms across markets found almost half saying that they will invest significantly in developing embedded finance products in 2023 in response to the consumer for financial services that do not interrupt their journeys and their brand experiences. Apple are of course masters of the brand experience and the attraction of financial services (going well beyond savings) in their ecosystem is obvious: It’s easy. But there are other brands who could be just as successful. Amazon, for example. Amazon, just like Apple, know a lot about me (including where I live)
xxx
And Apple’s savings account is hardly the best out there, either. Bankrate puts it at number 11 on its list of best interest rates. UFB Direct offers a savings account with more than a 5% annual percentage yield. Vio Bank and CIT Bank offer 4.77% and 4.75% interest rates.
But those aren’t household names.
Ted Rossman, a senior industry analyst at Bankrate.
“The fact that Apple is involved makes it news,” said Rossman. “High-yield accounts have been available for a while, but this makes them more mainstream. From an industry perspective that’s notable and may incentivize some change.”
From Premarket stocks: Apple is giving banks a run for their money | CNN Business:
xxx
xxx
Jennifer Bailey, VP, Apple Pay and Apple Wallet, says: “Our goal is to build tools that help users lead healthier financial lives, and building Savings into Apple Card in Wallet enables them to spend, send, and save Daily Cash directly and seamlessly — all from one place.”
xxx
The key is, of course, trust.
Survey after survey shows that however much consumers dislike banks, they do trust them. The Edelman Trust Barometer for 2023, a survey of more than 32,000 people across 28 countries, shows that trust in sectors ranging from technology to food and healthcare to retailing remains higher than trust in financial services (in fact, in the survey, only social media had lower trust than financial services) so it is not really that difficult to envisage financial services delivered and the point of need by Apple and Amazon, CVS and Cigna.
Where does this leave the banks then? Well, for some of them the optimum strategy is clearing going to be delivering a regulated utility services with a high quality of service,