Read this if you work at a financial institution.
Deposit competition continues to be a significant challenge for financial institutions of all sizes. Institutions have gone head-to-head with competitors, offering everything from certificate of deposit specials, special pricing for potentially elusive large deposit relationships, and even new deposit products altogether. But, in some instances, it’s not always just the rate or product that the customer is seeking. Sometimes, a better and more wholistic customer experience can make a customer “sticky” (reluctant to leave your institution), even if your rates are lower than competitors. Further exacerbating deposit competition is the fact that competition is not just coming from traditional competitors—non-traditional financial service companies, such as fintechs, are now vying for their piece of the deposit pie.
According to the American Bankers Association, “society’s understanding of basic finance is waning.” The TIAA Institute’s GFLEC Personal Finance Index, an annual survey that measures financial literacy, had its lowest score in 2022 since its inception in 2017. These trends make this an opportune time for financial institutions to provide their customers with financial education. Offering such services will not only help reduce the number of “unbanked” customers (meaning that no one in the household had a checking or savings account at a bank or credit union), thought to be 5.9 million in 2021, but will also strengthen existing customer relationships. With banks already seen as trusted advisors by their customers and communities, and the amount of customer data that banks already have, it seems as if there is no better organization to provide such services. Here are some practical solutions on how your institution can provide financial education to existing and prospective customers.
Banking seminars and webinars
Providing financial education courses, either in person or online, is a great way to provide general knowledge. Topics can include a wide range of topics, such as building budgets, how to financially plan for major life events, basic investment management, etc. Throughout these courses, your institution can teach consumers about products and services offered by your institution. So, not only are you providing general financial education, but you are also educating customers on your institution. Courses can also be tailored to certain demographics, whether it be middle school or high school students already thinking about college, or migrant communities that may not fully understand the US banking and finance system.
Although webinars will allow your institution to cast a wider audience net, this may be at the expense of interaction. Thus, in-person seminars, which may take more effort in planning and hosting, may provide more of a community-like atmosphere. This will allow attendees to get to know each other as well as get to know your institution’s employees, who are also likely members of the community.
Developing relationships with community centers is a great way to market these events and can help with finding a physical location to hold the event, should you wish to not hold it at your institution. Also, consider getting back into classrooms; connect with teachers to see if your institution could hold a financial literacy lesson at a local school. Some states, such as New Hampshire, now require financial literacy classes in high schools. This will not only provide the opportunity to promote financial literacy but also give you an opportunity to promote the banking profession as a whole, possibly leading to some of these students one day working for your institution.
Using social media for customer financial education
It is astonishing how many social media platforms are now available and how influential these platforms are. I would suspect your marketing team already has a sense of which social media platforms are most effective for your institution. Whether it be Facebook, Instagram, or TikTok—consider developing financial education content that can be easily posted on these platforms. Try to make the content light, fun, and easily digestible. This connects you to an entirely different audience than traditional channels of advertising. The younger audience social media can deliver gives you the added advantage of getting new customers at a young age and then building a lifelong relationship with them.
Mobile apps and gamification
Digital banking is a concerted effort for most institutions. Today’s bank customer wants to be able to bank anywhere, anytime. Although the focus on mobile app availability has predominantly been on helping customers view and make transactions in their accounts, these apps can also be used to provide financial education to existing customers—and even prospective customers. Consider offering recorded trainings through your mobile app, covering a variety of financial topics.
Gamification (turning routine tasks into a game) has also become a hot topic, especially with younger customers. An example of gamification within your banking interactions could be each customer, if they opt in, could have a financial well-being score. This score could be generated based on recent financial decisions and how many education trainings the customer has recently viewed. The better financial decisions the customer makes (for instance, staying within budget or earning a certain amount of interest on deposit balances) and the more trainings they watch, the higher their score. And, to further gamify financial education and management, customers could elect to share their scores and be ranked on various leaderboards. Those with lower scores, or declining trends in scores, could be targeted by your institution with specific outreach by one of your customer service representatives. This outreach could be as simple as checking in or could be more focused, pitching a certain product or service to the customer to get them back on track.
Generative Artificial Intelligence (AI)
Another hot topic is generative AI. Ever since ChatGPT took the internet by storm in the fall of 2022, discussions of generative AI and potential use cases can be found everywhere, including in financial education. For instance, could generative AI be used on financial institution websites as a chatbot? Rather than customers needing to email or call a customer service representative, they could ask the chatbot questions directly on the website, at any time of day—and from anywhere. The chatbot, having been fed your institution’s data, can then provide the customer real-time responses. And, if the customer is still not getting the service they need, the chatbot can automatically set up a meeting or email with a customer service representative.
To take it a step further, the potential for this chatbot to essentially become a personal assistant through your mobile app is there. It could provide your customers with personalized financial advice and education based on their own financial information stored at your institution. You could even request financial information from other sources, such as 401(k) and IRA accounts that may not be through your institution, indicating to the customer that this would allow the personal assistant to provide better financial advice and education. This is effectively what platforms, such as Intuit’s Mint, already do.
According to Forbes, retail investing is on the rise. Therefore, this could also be another opportunity for financial institutions, especially those with wealth management divisions. Generative AI could help customers connect financial opportunities to the various products and services your institution already offers throughout the organization. In doing so, it may even allow you to expand on current products and services or market to different demographics that were previously not cost-effective to pursue.
With financial institutions facing an array of pressures, providing consistent, quality financial education services to current and prospective customers seems as if it could be a viable differentiator for your institution. These services can decrease the unbanked population, increase your institution’s customer pool, further assert your institution’s commitment to the communities it serves, and also provide an opportunity to inform your customers of the products and services your institution offers. With financial illiteracy continuing to be a crisis and the current turbulent economic environment (unprecedented government stimulus followed by historic interest rate hikes), there doesn’t appear to be a better time for financial institutions to rise to the challenge and seize this opportunity.
As always, please don’t hesitate to reach out to BerryDunn’s Financial Institutions team or visit our Ask the Advisor page should you have any questions or thoughts.