Aug 8, 2023

Financial Evolution: The Rise of Marketplace Banking, what it is and how it works

Traditional banking, as we know it, is going out of style. Literally. 

In a world driven by technology and changing consumer preferences, banking institutions face the challenge of staying relevant in an increasingly digital and personalized landscape. The shift in consumer behavior and the growing demand for holistic financial solutions have given rise to a need to find new innovative solutions.

Banks are beginning to realize that the only way to stay relevant (and in business) is to evolve with the financial sector, strengthen customer engagement, and adopt models that a few decades ago would have been deemed absurd.

Enter the concept of marketplace banking, one of the ways banks can reinvent themselves to match the modern financial landscape.

Philippe Gelis has a great perspective on the marketplace banking model and how it differs from platform banking:

"The goal of the marketplace banking model is to replicate the integrated experience that banks provide to their clients without giving up on the supply of the most advanced solutions that only collaboration with specialized third parties may provide."

In other words, marketplace banking seeks to modernize and personalize banking services by combining core baking services with cherry-picked third-party vendors who can offer more customized solutions to meet the expectations of the 21st-century consumer.

The Evolving Consumer Landscape

Technological advancement has brought about significant changes in consumer behavior and expectations. Customers want convenience, personalization, and seamless integration in all aspects of their lives, including their financial services. They expect banking experiences that align with their preferences, values, and lifestyles. 

In response to this shifting landscape, traditional banks realize that they must adapt to meet these demands or risk going out of business.

The Rise of Marketplace Banking:

Marketplace banking presents an alternative to the traditional banking model. It leverages collaboration and integration with hand-picked specialized third-party providers to offer customers a wide range of products and services through a single, digital banking platform.

This approach provides consumers with greater choice, flexibility, and more personalized options than the traditional banking model could offer.

While marketplaces offer innovative solutions and numerous benefits, it's essential to recognize that adopting this approach involves venturing into uncharted territory and leaving behind the comfort zones that traditional banking has long relied upon.

Personalization and Customer-Centricity:

At the heart of marketplace banking are personalization and customer-centricity.

Partnering with fintech startups, insurance companies, investment firms, and other specialized providers, banks can create a curated ecosystem of financial solutions that cater to individual customer needs. Customers can access diverse products such as savings accounts, loans, insurance policies, and investment opportunities, all tailored to suit their unique circumstances.

Of course, this also brings risk to the banking institution because offering third-party solutions may impact the bank's reputation. When banks offer third-party products and services through their online financial products themselves, they essentially vouch for the reliability and quality of those offerings. Any issues with partner providers or their products could erode customer trust.

Suppose a consumer has a negative customer experience with a third-party product or service. In that case, they may associate that experience with the bank, even if the bank is not directly responsible for the problem.

This is one of the challenges and concerns that both platform and digital banking marketplaces are yet to fully resolve.

Seamless Integration and Digital Transformation

Marketplace banking thrives on the seamless integration of products and services through Application Programming Interfaces (APIs). 

APIs enable real-time data sharing and smooth transactions between the bank's platform and partner providers. This digital transformation enhances the overall user experience by promoting customer convenience, making it easier for clientele to manage their finances, track investments, and make informed decisions - all from a single, user-friendly interface.

Promoting financial inclusion

The seamless integration enabled by APIs is a powerful tool for promoting financial inclusion to the following niche segments.

Microloans for Entrepreneurs: Marketplace banking can enable microfinance institutions to reach small and marginalized entrepreneurs who lack access to formal credit. APIs allow these institutions to integrate their lending services into the marketplace bank platform, making it easier for aspiring entrepreneurs to apply for microloans, track repayments, and build credit history.

Insurance for the Uninsured: For populations in developing countries with low insurance penetration, marketplace banking can offer insurance products tailored to their specific needs. APIs enable the integration of various wealth and insurance products from providers that offer affordable and accessible coverage for health, agriculture, and other essential aspects of life.

Investment Opportunities for the Underserved: As a critical and core part of the financial services sector collaborating with investment platforms and wealth management firms, modern banks can provide investment opportunities, such as fractional ownership of assets or impact investing, to individuals who may have limited capital for traditional investments. By redefining traditional wealth management services in this way, banks can further gain customer trust, offer personalized financial products that fit their consumers' needs, broaden their consumer base, and stay relevant in the financial services industry.

Reshaping Revenue Models

Marketplace banking introduces new revenue streams for banks. Instead of relying solely on traditional banking fees, they can earn revenue through various channels, such as commissions on third-party product sales, referral fees, and premium services.

Diversified revenue models in banking marketplace model of banking help foster customer loyalty and trust. When banks offer a wide array of financial products and services from reputable partner providers, customers perceive the platform as a one-stop shop for their financial needs.

As customers benefit from personalized recommendations and a seamless user experience, they are more likely to stay within the marketplace ecosystem, leading to higher customer retention rates and increased customer lifetime value.

Diversification of revenue streams also contributes to risk mitigation for banks. Relying solely on traditional banking fees and interest income exposes banks to potential revenue volatility due to market fluctuations.

By diversifying income sources, banks can mitigate risks associated with economic downturns, interest rate changes, or shifts in customer behavior.

This diversification of revenue models helps banks stay financially sustainable while offering customers free or low-cost access to a broader range of services.

Case Studies of Successful Marketplace Banking Platforms

Several banks have already embraced the marketplace banking model with remarkable success. 

For instance, one of our clients (a traditional bank that embraced digital transformation) partnered with various third-party startups (including Proven) to offer a seamless platform for customers to access a variety of solutions, including insurance products tailored to their life stages, business development solutions for their enterprises, software deals for business operations and much more. This approach led to increased customer satisfaction and engagement, driving higher retention rates and attracting new customers.

Marketplace banking isn't the only model gaining traction within large financial institutions. Confused about the difference between market place banking model and platform banking? 

Continue reading to learn what platform banking is and how it works.

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Written by
Team GetProven
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