Bank Alert Welcome Message

Bofa_alertwelcome_emailWhenever online banking users make changes to their account preferences, you should confirm with an email. It not only shows you are paying attention, but also provides customers the peace of mind that they accomplished the intended task.

Today we changed one of our account alerts at Bank of America <bankamerica.com>. Within a few minutes, we received this attractive email (see inset). However, you can tell that this particular message was crafted in the pre-phishing days, as evidenced by the old 2004 copyright date (lower left corner), the old 2000-2004 Olympic sponsor logo in the lower right, and hyperlinks back to the log-in page.

Action Items

  1. For better authenticity, include a personalized greeting, shared secret, or truncated account info in your message.
  2. Do not include hyperlinks back to the bank on routine, non-personalized messages.
  3. Update all messages at least annually so they don’t carry outdated corporate branding and/or copyright dates.

JB

Take a Deep Breath About PayPal and Wal-Mart Banks

This week eBay reported that PayPal’s volumes were above $8 billion for the first time, and the Federal Deposit Insurance Corp. (FDIC) agreed to hold hearings this spring on whether to issue FDIC insurance to Wal-Mart Stores Inc. as part of the retail giant’s application to get a Utah industrial loan corporation.

Both companies are being watched almost microscopically by banks and other payment providers who are afraid that these companies are going to somehow walk away with their payments franchise. Our advice: Relax.

Sure, PayPal is doing well: Net revenues this past quarter grew 48 percent over the same period last year—they were $298 million—and gross volume was up 45 percent by the same measurements. But unnoticed amongst all the heavy breathing was that PayPal user accounts grew 51 percent in the same period. In other words, the growth in volumes and revenues was proportional to the growth of eBay’s core business, not some indication of a sinister plot for world domination.

The hysteria surrounding Wal-Mart’s moves is even worse. The suspicion in the payments industry, of course, is that once Wal-Mart has the license and the insurance, it’ll begin pushing into community banking, driving all those small institutions into the famous Wal-Mart meat grinder and emerging a coast-to-coast financial services colossus. And considering Wal-Mart’s history, it’s easy to succumb to those anxieties.

But we believe Wal-Mart when it says it only wants the license so it can be its own payment card acquirer. For one thing, the move makes sense for it: According to our calculations, it’ll save Wal-Mart at least $650 million a year, based on its 2004 revenues of $172 billion (see Electronic Payments Week, July 26, 2005). And for another, Wal-Mart’s application to the FDIC says on page one that this is their reason for wanting the bank, and we are skeptical that Wal-Mart executives would willingly commit perjury in such a closely-watched event; there’s absolutely no evidence that these guys are stupid.

There may be some logic to our view, but our belief, touching though it may be, hasn’t prevented over 1,500 comment letters to have been sent to the FDIC on the matter, nor has it discouraged the House Committee on Financial Services from scheduling hearings about Wal-Mart’s plans. And the FDIC has already agreed to delay any decision on the insurance application until the issue has been fully aired.

Those hearings will make interesting viewing on C-SPAN, but in our view, banks and payments processors would be better served in the case of both companies by studying what they’re doing, and drawing useful lessons from them. We can understand why the success of PayPal, and the motions of Wal-Mart, would arouse anxieties within the industry: It’s being swept by transformative change, and both companies represent what Harvard professor Clay Christensen calls disruptive technologies.

But aside from finding any irony in the spectacle of capitalists trying to stifle competition, there’s the deeper concern that the industry may be losing faith in itself. Banks began as counting houses, and unless they do something unreasonably boneheaded, they are unlikely to be driven out of their inner redoubt as long as they meet that competition head on.

Our recommendation: Remember what U.S. Grant said at the Battle of the Wilderness. Robert E. Lee had whipped the Union twice before on the same ground, and Grant’s staff was beside itself wondering how Lee would whip them again. “Stop worrying about what he’s going to do to you, and start thinking about what you’re going to do to him,” said Grant. That campaign ended with Lee's surrender at Appomattox.

 

LendingTree promotion on MSN

Lendingtree_on_msn_jan06

LendingTree has a prime spot on MSN’s main page today <msn.com>. The eye-catching burgundy ad in the upper-right corner features a 10-second animation ending with the call to action, "Refinance $175,000 now for $729/month." (click on above for closeup).

Lendingtree_on_msn_jan06_landingClicking through the advertisement leads to a five-question landing page designed to get the prospect engaged in a loan application (click on inset for a closeup). A small link near the top of the landing page takes visitors to a promotional offerings page with disclosures for several loan offers.

It’s simple and effective online marketing. The slogan on the top of the landing page says it all:

1 Simple Form, Four Real Offers in Minutes.
JB

DataTreasury, NCR Settle Patent Infringement Case

In the latest in what seems an unstoppable march, DataTreasury Corp. settled its outstanding patent infringement litigation in the U.S. District Court for the Eastern District of Texas with NCR Corp., paying DataTreasury a fee and agreeing to license the Melville, L.I. company’s check imaging technology. DataTreasury said NCR had been infringing on DataTreasury’s patent rights. It’s the latest in a series of settlements stemming from a number of similar suits that DataTreasury filed in 2002.

DataTreasury, which has already settled its litigation against JP Morgan Chase & Co., Ingenico Group, and other firms that it says also infringed on its patent rights, is still suing several other big financial services firms– including First Data Corp., Citigroup, SVPCO and Bank of America, among others—on the same grounds.

Continue reading “DataTreasury, NCR Settle Patent Infringement Case”

Third Federal Savings & Loan Lifetime Mortgage Approval

Thirdfederal_mtgpassport_cardOhio’s Third Federal Savings & Loan <thirdfederal.com> Mortgage Passport program might be the best relationship program we’ve ever seen. The free program promises a lifetime of preapproved mortgages and/or refinances, subject to a few simple rules:

Thirdfederal_mtgpassport_logo Owner-occupied housing within the bank’s lending area (all of Ohio and parts of Kentucky and Florida)
— Maximum LTV of 85 percent for loans less than $650,000; 60 percent for loans higher than $650,000
— Have never declared bankruptcy or been foreclosed on

Features

  • Mortgage is preapproved: Members are guaranteed a mortgage loan provided they meet down payment/equity requirements (15 percent for up to $650,000, 40 percent for higher) and have not filed for bankruptcy or been foreclosed on.
  • Lifetime membership: The preapproval is good for the lifetime of the member provided the above criteria are met; future credit score and income does not matter.
  • Reward programs: Members are automatically enrolled in Passport Rewards which promises prizes and "special gifts" throughout the year.
  • No program application required: Membership in the Mortgage Passport is by invitation only (preapproved) based on credit history; users receive an ID in their preapproval package that is entered into the bank’s website (application is still required for a new mortgage/refinance); mortgage site powered by privately held Mortgagebot LLC.
  • No maximum debt-to-income ratio: Provided the above equity measures are met, the bank lets the home buyer determine the house payment they can afford.
  • Downloadable, preapproval letter: Members can download and print a mortgage preapproval letter at any time to use when house shopping; no preplanning is required before hitting the open houses; and members can choose the loan amount to be cited in the letter.

Analysis
In the age of identity theft, layoffs, and mysterious entries on your credit report, it is reassuring to know that once you’ve joined Third Federal’s Mortgage Passport program, you’ll never have to worry about being approved for a mortgage again. This prevents the sad cases where consumers who’ve lost their jobs are stuck in their oversized house or mortgage because they can’t qualify for new, lower-priced financing.

And talk about engendering loyalty. Would you ever move your banking business away from a company that gives you a preapproved mortgage for the rest of your life! That’s better than free bill payment by just about every measure.

Assuming the underwriting is sound, the only downsides are:

  1. Limitations of "by invitation only": While it creates exclusivity and ensures the highest credit quality, what about prime prospects just moving into Ohio or Florida that have not received the bank’s preapproval offer? There should be some application process to receive the coveted "invitation."
  2. Thirdfederal_mtgpassport_homepage Undermarketed on its website: Again, because of the by-invitation-only nature, the program’s promotional material is low-key so as not to disappoint the majority of visitors not previously qualified for the program. The bank provides a homepage link (click on the inset for a closeup), but the tiny, almost unreadable copy says only, "Click here if you’ve received an invitation to participate in our passport program."

JB

Interchange Front Shifts to Germany

Germany’s federal monopolies body, the Bundeskartellamt, received a legal complaint from the German Retail Association, alleging that interchange fee charged MasterCard and VISA, which average 150 basis points, prevents widespread credit card acceptance in Germany.

In a statement, the Association, a lobbying group, said that credit card payment account for only 5 per cent of all retail sales in Germany. The complaint calls on the Bundeskartellamt to cut interchange fees and to increase payment card transparency. It claims these steps will improve competition in the credit card sector. Spain, says the group, has ordered a step-by-step reduction of interchange to between 0.54 per cent and 1.10 per cent by 2008.

Oracle and SAP Going After Global Core Banking Platform Market

Oracle Corp. is preparing to wage war with its main rival, SAP AG, to sell the next generation of core computer platforms to large banks worldwide.

Little wonder; the potential market is big. Financial Insights, a unit of International Data Corp., estimates 2005 sales in the U.S. alone to have been about $6 billion a year, and expects it’s primed to grow a compounded four percent a year, for the next three years. And the global market is much larger.

Continue reading “Oracle and SAP Going After Global Core Banking Platform Market”

Lead Generation Ideas for Finance Companies

One of the goals of online marketing, especially financial services marketing where consumers may not be comfortable submitting personal data over the Web, is generating leads. According to LeadFusion <leadfusion.com>, the parent of Financenter, the leading financial calculator provider, there are four steps to good online lead generation:

Leadfusion_foursteps_1

 

The last step, ACTIVATE, is the key to identifying sales leads. While most major financial institutions have financial calculators available online, how many of them are used to capture leads? Since most customers will not put up with a registration process BEFORE using the calculator, you must entice users to identify themselves at the end of the calculations.

Some common methods:

  • Etrade_ratewatch_signup_1Subscribe to an information alert: Users sign up to receive email messages when certain events occur, such as rates hitting a certain level; for example, E*Trade's Rate Watch (click on inset to see the sign-up form).
  • Complete an interactive coupon: Even normally wary consumers will hand over a surprising amount of personal data if you provide a tangible benefit, such as a significant discount or valuable freebie. One of our favorite examples, which was used continuously for more than five years, was Salem Five Bank's <salemfive.com> $100-off Mortgage Closing Costs coupon. The coupon, which is no longer used, required users to enter their name, phone number, and email address. Then they could print a personalized coupon that would save them $100 on a mortgage.
  • Fine-tune these calculations: Users wishing to perform deeper analysis will be asked to register first. Registration should be brief: name, email address, and optional phone number. You can also capture inputs to the calculator, but intent to retain this data must be disclosed to the user.
  • Lock in a special offer now: A tried-and-true DM practice, the time-sensitive offer. Tell users that rate/price/discount/premium can be locked in, if they enter their name and email address now.
  • Sweepstakes/contests: It's one of the most cost-effective ways to pull a large volume of leads. The downside is the sheer volume of unqualified prospects that throw their name in the virtual hat for a chance at that iPod NANO. Make sure you include several simple qualifying questions. For examples, see the previous NB articles in the Advertising & Promotion category.
  • Set up an appointment: This may not be selected by many, but you should offer the option of setting up a meeting on the phone or in a banking office to discuss the product further.
  • Apply Now: Most importantly, ask for the order.

For more information:

E*Trade Bags Millions in Free Publicity

Etrade_protectionguaranteeWow. It’s not often a press release rates an article in BOTH The Wall Street Journal and The New York Times. But that’s exactly what happened today when E*Trade made the relatively innocuous announcement that it wouldn’t hold its brokerage customers responsible when their accounts were defrauded.

Etrade_securityarea_1Consistent with previous innovations, the online brokerage and banking powerhouse wrapped its new message with impressive graphics and copy (see inset above-left for graphic displayed on its homepage today). Clicking on Learn More leads to an impressive security area where E*Trade touts four main protective measures (click on inset above-right for a closeup)*:

  1. Security tokens
  2. Electronic statements with paper turnoff
  3. Email alerts
  4. Antiviral and firewall software, which can be purchased through a link to Norton (60-day free trial offer); users can also run a real-time scan to check for vulnerabilities

Analysis
It just goes to show you how skittish the public has become about online security. I’d wager that most brokerage customers are sophisticated enough to realize they will eventually get their money back if it’s stolen from their account. So this is a non-event from a financial standpoint. E*Trade even admits that online fraud cost it only $2 million last year, less than the cost of one of their famous Super Bowl ads. The brokerage also said there were "fewer than 50 incidents," implying a fraud loss of approximately $40,000 per incident.

Evidently E*Trade’s marketing department prevailed over its legal counsel and actually put the company’s fraud-protection policies in writing. It’s amazing that makes headlines in 2006 and may say more about the growing need to cover your behind to fend off the class-action bar even if it means scaring off customers.

We hope this prompts other financial institutions to take similar action. One of the main functions of financial institutions is safeguarding assets. Customers, online or otherwise, shouldn’t have to guess whether certain types of fraud are covered. As any good lawyer would say, "Put it in writing."

JB

*The screenshot displayed here is only the top portion of the security area, to download a screenshot of the entire page, click here.