American households are increasingly using subscription-priced services such as Netflix and Amazon to fulfill everyday needs. Within the next five years, they will be doing the same for financial services, according to Ernst & Young’s latest NextWave Consumer Financial Services report.
Charles Schwab announced a subscription-priced premium digital financial advisor service last month and if EY is correct, many more subscription-based services in financial services will follow.
(Related: Why Schwab’s New Pricing Plan Is a Big Deal)
“The overall consumer economy has shifted dramatically away from owning and buying to renting and using. The financial services sector has largely avoided this evolution until now,” according to the report, which is based on a survey of 1,500 U.S. consumers split across wealth, age and other demographic factors as well as interviews with dozens of senior business, digital, product and technology leaders across the banking, wealth management, insurance and technology industries.
Its purpose: to understand the underlying reasons consumer engage financial firms and the strategies of firms competing for clients at a time of transformative technological change.
EY expects that in the next five years the financial services industry will adopt a new subscription-based model that charges an annual fee for a bundle of products and services associated with specific life events such as buying a home, having a child or preparing for college.
“Consumer finance will become the next subscription model, unbundling products and re-bundling personalized and holistic value propositions based on life events,” the report notes.
The dashboard for the model will be an AI-driven personal financial operating system that functions as a “financial well-being platform” using “all available data about consumers’ financial lives, goals, social styles and personal preferences to produce insight and promote daily decisions” to promote behavioral change and improve their financial well-being.