Technology has forever changed the way we communicate, shop and even bank. More and more, consumers have at their fingertips the power not only to customize their newest piece of clothing, but how they manage their finances as well.
What does that mean for the future of banking, an industry where innovation has not been exactly consumer-driven?
Firstly, it goes without saying that this area of finance has already been heavily disrupted by technology, which is more commonly referred to as fintech. This merger of technology and financial services also includes input from consumers who are increasingly having an important role in determining what banking will look like in the years to come.
Established financial institutions are beginning to adopt technology that encourages customers to provide feedback and to take a more active role in charting their financial health. For example, Citi is currently beta-testing a community known as Canvas that urges its customers to provide feedback on features, products and experiences that are designed for their lifestyle.
The move for increasing collaboration between financial institutions and those its serves comes in the wake of the World FinTech Report, which found that fewer than 50 percent of banking consumers are confident that their institution takes their feedback into account.
Other tech advances being adopted by financial institutions include beacons that identify customers when they enter a branch and biometrics such as retina scans, voice recognition and fingerprints.
In addition to using fintech, Citi’s latest platform, Canvas, connects people to the product development process by encouraging them to share their insights. For example, someone may develop an app that provides tips on how to save for that dream vacation or one that shows how much money you can save by walking inside of driving to a nearby location.
Canvas also launched an account aggregator which gives customers a holistic view of their finances across all their accounts, no matter what financial institution they are in. Tips are then provided that help them improve their financial well-being, along with tools to help them think about and analyze how they are spending and using their money.
In 2017, Citi partnered with customers in 25,000 instances of co-creation. That breaks down to 120 cases per day and hosted hundreds of in-depth customer interviews.
Evidently, the financial realm is slowly but surely adapting to accommodate the desires of consumers at large. It will certainly be interesting to see how such long-standing industries continue to adapt beneath the pressure of technology and inclusivity.