Summary
Financial institutions aren't doing a good job of convincing people to pay their bills online at their bank's website. Sixty-five percent of online customers are non-adopters of online bill pay, and an astounding two-thirds of those non-adopters have never tried it and never plan to. People just aren't warming up to the idea. All is not lost, though. Despite consumers' resistance to online bill pay, their reasons for not implementing it are not insurmountable. Like we did in 2007, we created three categories of non-adopters: Holdouts, Fence-Sitters, and Quitters. In this document we examine those segments and offer recommendations for creating best-in-class online bill pay offerings.
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