Summary
A new crop of financial services startups use social media tools like social lending and re-envisioned money management to enrich the experience around money management for consumers. As the quality of online financial services drives customer loyalty and advocacy, and customers of the major US banks are very active in social networks, marketers of financial institutions have a great opportunity to add community services to their portfolios. They should start with researching the needs and drivers of their target customers with ethnographic research and studying the adoption of services from the new entrants.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).