BANKING-AS-A-SERVICE (BAAS): THE FUTURE OF “CUSTOMER-CENTRIC” STRATEGIES?

The revolution is on its way. Digital banking services have begun their metamorphosis. The “Customer-Centric” approach is now essential for developing a business. Driven by digitization, the e-commerce boom, the rise of instant payments and transfers, financial services are taking on a whole new importance.

And it is no longer a secret that the digitization of the banking sector has accelerated considerably over the past two years. In the wake of digitization and the development of embedded financial products, the integration of these services into non-banking products or processes has become a standard that many customers no longer want and cannot do without. The fact that financial services are now offered exactly where and when the need arises is a development expected not only by companies as an alternative but also by end customers.

A vision that is only in its infancy

The health crisis has changed many things at all levels. Consumer habits in particular have led to a paradigm shift. The French are now more looking for security, whether physical (avoiding high-traffic areas) or financial (limiting unnecessary spending to protect their savings). To do this, they use online purchases (e-commerce growth of 11,8% in 2022 according to the FEVAD) looking for good deals. A fear remains, that of fraud or other scams. And this is where a step makes the difference during the customer experience: checkout. Offering different payment solutions (with security at the heart of the process) to customers is a true "Customer-Centric" strategy in its own right.

Even if the bank card remains preponderant (82% of consumers use it for online payment), new payment solutions are becoming more and more present in the daily lives of French people (mainly for the new generation).

It is in the face of this observation and to best meet the needs implied by this new use that fintech developed mainly in 2021. France FinTech's annual report announces a record year: 2,72 billion euros were raised in 2021 by French fintechs (this represents an increase of 174% compared to 2020).

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