Rather than partner with a neobank, a more than 45-year-old Canadian financial services company chose to build a digital-only brand to acquire retail customers and to control the user experience.
The rare move points to a growing belief among banks and fintech companies alike worldwide: Consumers are ready for digital-only, and in some cases mobile-first, banking.
Late last month, Equitable Bank, based in Toronto, announced its first digital product under the brand
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The digital-only offshoot of Customers Bank combines edgier technology like letting consumers snap photos of their driver's license to open accounts with a new business model that counts on interchange revenue rather than fees.
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Two new apps, Penny and Sense, highlight customers' most pressing and interesting financial information without making them search for it. The apps, inspired by Google Now, come as banks worldwide try to provide more sophisticated mobile features.
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The strategy of launching a digital-only offshoot of an established brand has been used in the U.S. by Customers Bancorp in Phoenixville, Pa., with BankMobile. (During the late-1990s dotcom boom, Bank One, a predecessor to JPMorgan Chase, had a short-lived online-only unit called WingspanBank.) Equitable likely won't be the last institution to take the approach either, at a time when consumers are increasingly clamoring for digital services before walking into a branch or calling an 800 number.
"Consumers are increasingly becoming digital-preferred," said Amol Shah, a director in the financial practice at the consulting firm AlixPartners.
Other recent examples of the practice include National Australia Bank's UBank and the French Bank BNP Paribas' Hello Bank. Rather than build a separate mobile-only direct bank, BBVA's U.S. subsidiary acquired one, the startup Simple.
In Canada at least, the numbers point to a warm embrace for a digital-only offering. According to a report by the Canadian Bankers Association,
"It's an established market here," Dickinson said. Tangerine, formerly ING Direct, has long operated in Canada, for instance.
EQ Bank's product is part savings, part checking and — most notably — comes without a debit card. It also stresses mobile. On its website, EQ tells consumers, "Don't look for a branch, look in your pocket."
Unlike the approach taken by neobanks such as
Still, it comes with functionality like bill payment, no minimum balance, and less typically, the ability to set up
"Sometimes rate is what attracts, but the user experience is what retains them and gets them to talk about [the brand] and promote it," Dickinson said.
Why not partner with a fintech startup, of which there would be many to choose from? "It wasn't a matter of wanting to keep the development in-house so much as the control over the user experience," Dickinson said.
Stephen Greer, an analyst in Celent's banking group, said the concept of a separate digital brand was comparable to the innovation "sandboxes" at many banks. "They can play around a little more," he said.
The approach could avoid some risks, he said, like putting out too many mobile features for more-traditional consumers who prefer just the basics.
"They might not be as interested in an app that has all these bells and whistles attached to it," Greer said.
A recent Javelin Strategy & Research report found that the number of people in the U.S. who used a mobile device to bank once a week exceeded the number who went to a branch for the first time ever in 2015. Of all mobile banking users, 39% had begun conducting mobile banking in the past year, according to the report.
"We're at a crossover point," said Daniel Van Dyke, a mobile analyst at Javelin. There will come a day, he said, when banks will expand their mobile capabilities from day-to-day transactions (such as account balances) to high-value sales (think loans).
EQ, which is using Temenos as its core banking software provider, has an ambitious plan to break the construct of savings accounts as something distinct from checking accounts.
"The old structure doesn't make any sense to people anymore," Dickinson said.
So in addition its higher interest rate, EQ will provide five free electronic fund transfers per month and won't charge monthly fees. Its launch comes as would-be disruptors have been entering Canada, a country with only a handful of banks. Among the recent entrants are