The Battle for Engagement: How Banks Can Compete With Digital Brokerages

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20 September 2023

Technology Options for Banks to Retain Customer Primacy With Expanded Services


This report combines Celent's Banking and Wealth Management research and explains a landscape of technologies that can support better service to a bank’s existing deposit households, with an overall goal of retaining the relationship, if not the deposits.

Consumers are moving deposits to brokerages and investment services providers, as interest rates have remained higher for longer. These platforms provide access to better cash management options alongside nearly complete digital banking capabilities including money movement, card management, and bill payment. Brokerage and wealth services are being offered to a wider retail audience through new technologies, expanded offerings, and broad marketing reach.

Many FIs aren’t prepared for this trend. Retail banks have low levels of collaboration between their digital banking and wealth/investment services strategies, resulting in disconnected banking and investment experiences, and lost opportunities at prospecting. Additionally, banking/wealth integration is not a top priority for next year's spending, according to Celent’s recently released 2023 IT Spending Priorities and Strategy report.

Celent outlines three technology options for FIs to retain primacy. These include net-new wealth-as-a-service (WaaS) offerings, streamlining any existing partnerships with investment service providers, and optimizing in-house RIA programs to improve prospecting through technology.

We’ve broken our recommendations out by current institutional capabilities.

As a primer for the report, note that several digital brokerages have increased their digital banking offerings significantly and now rival most banks on basic transactional, money movement, and banking product offerings:

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