What's better than free online banking and bill payment? Getting paid 15 bucks to sign up. In a late summer effort to bump up the size of what is already the world's largest online banking program, Bank of America is paying non-users $15 to sign up for online banking. And it's not a subtle statement-stuffer program: the large banner dominates the bank's homepage today (click on inset for a closer look and see the landing page below).
BofA checking customers must merely complete the online sign-up application before Sept. 1 to receive an extra $15 in their accounts before Thanksgiving. They aren't even required to use the service after the initial signup.
Analysis
First, why Bank of America, already synonymous with FREE online banking, would pay to get more users is beyond me, but I'm sure they have research to back up this move. And even if you agree it is worth paying for enrollment, $15 seems like too much. Why not $10 or even $5? If the bank is just trying to nudge fence-sitters into online banking, it doesn't seem like the dollar amount needs to be very high. Even a sweepstakes might do the same thing.
