Non-Banks Make Their Way Into European Financial Services

A growing number of European consumer brands, such as retailers, car manufacturers, airlines, and even football clubs, are offering their customers financial services like loans, savings, and insurance. There's a big opportunity: 12% of online Europeans have bought financial products from these companies, and 27% would consider doing so in the future. Today's non-bank clients belong to the group of financially self-directed consumers with above-average incomes; they buy at non-banks mainly for convenience, trust in their brands, and a good price. Channel strategy executives at financial services firms should seek distribution partnerships with non-banks that provide assets like opportunity, frequency of contact, and strong brands.