Executive Summary (This is a document excerpt)

BBVA's Tú Cuentas online personal finance management service was launched in late 2008. It lets the bank's online banking customers see their account balances and transactions from different providers in one place, categorize their transactions, and benchmark themselves against their peers, and it makes personalized product offers. The layout and functionality of Tú Cuentas can be fully customized by customers. The early results look promising: Four months after launch, one-third of the bank's online banking customers are using Tú Cuentas. To make the service a long-term success, BBVA plans to capitalize on the cross-sell opportunities, offer the service to non-clients, and add more functionality. Tú Cuentas is a fascinating test bed of Web site innovation in retail financial services that eBusiness and channel strategy professionals at other financial firms should follow.

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