RBC Launches myFinanceTracker PFM. Strong Start or False Start?
15 June 2010
I am always excited when a bank launches an innovative product. RBC (in Canada) recently announced the launch of myFinanceTracker
. RBC is "using the services of a California-based online financial solutions company
" to offer the solution. To my knowledge, RBC is the first Canadian bank to offer PFM. It is a great move on their part and testament to where the online banking market is headed. RBC has, however, committed a false start by deciding not to include account aggregation capabilities in the launch (see "Can I View All of My Accounts Simultaneously in myFinanceTracker?
"). Potentially interested customers who try the service will be frustrated by this. Many of them have multiple accounts (including cards) at a variety of institutions, and the ability to view their complete financial picture is a must. Once an online user is turned off, it will be very difficult to turn them back on, even if/when account aggregation is introduced. Throw in a few potential competitors (non-banks, or other Canadian banks that follow suit), and the ability to capture the customer's PFM needs and precious customer data may be lost. I will be exploring the role of PFM in online banking in an upcoming Celent report - stay tuned!