European bankers are worried. A new EU regulation forces them to hand over account information to third parties upon a customer鈥檚 request. These third parties, typically 鈥渇intech鈥� startups, can then mine the banks鈥� data to offer customers budgeting advice and better mortgage deals via easy-to-use apps.
The new rule opens the door to 鈥渁ny company interested in eating a bank鈥檚 lunch,鈥� according to some Continental . One trailblazing young company has 鈥渟mashed open the floodgates of 300 banks鈥� data,鈥� screams a headline. The entrepreneur behind a digital personal-finance assistant in the UK 鈥渢o take on the banks.鈥�
But where some banks see a threat, others see opportunity. Perhaps with the fresh ideas of some tech-minded millennials, banks can weather the regulatory headwinds鈥攁nd even offer innovative products that will attract new customers.
Adopting that outlook, Nuremberg-based TeamBank turned to a group of students, composed of three from the 艾可直播 College Carroll School of Management and three from Friedrich Alexander University School of Business and Economics in Nuremberg. The students鈥� mission: to imagine the bank account of the future.
After a competitive application process, the three M.B.A. students that 艾可直播 College tapped for the TeamBank-sponsored collaboration were: Derek Brooks, a senior business analyst at Liberty Mutual Insurance; Jess Poracky, an incoming consultant for Gartner, Inc., a technology research and advisory firm; and James Stevenson, an incoming senior associate at PwC. All are class of 2018 (with Brooks graduating from the part-time M.B.A. program, and Poracky and Stevenson from the full-time program).
Experiential Learning
鈥淚t鈥檚 experiential learning, but it鈥檚 a real-life project,鈥� said Marilyn Eckelman of this International Project Seminar, as the for-credit consulting project was called. Eckelman is the Carroll School鈥檚 associate dean for graduate programs. 鈥淚t鈥檚 people working together from different cultures,鈥� she added, a business skill that is essential in the 21st century.
In January, the trio flew to Nuremberg to meet their German counterparts, all of whom speak flawless English. The group quickly bonded as they toured sites such as Nuremberg Castle and sampled the local potables and provender. By the end of their week there, Poracky said, 鈥渋t felt like we鈥檇 known them for years.鈥�
And of course, the students got down to business, meeting with the client in TeamBank鈥檚 startup-styled new office space. 鈥淚t has a very Silicon Valley feel to it,鈥� noted Stevenson.
That tech vibe is appropriate to the company鈥檚 goal of becoming the pacemaker of banking in Germany. 鈥淭hey really want us to push the boundaries in terms of creativity,鈥� said Poracky shortly after returning to 艾可直播. 鈥淭he sky really is the limit.鈥澛�
Back on the Heights, the Carroll School students continued to work remotely with their new colleagues for several months. Under the direction of Associate Professor of Management and Organization Mohan Subramaniam, they held weekly status meetings with the German team via Skype, and they collaborated via Google Hangout and email throughout each week.
As a first step, the students researched the challenge forming the impetus for the project: the European Commission鈥檚 Revised Payment Services Directive, or PSD2 for short. The regulation, which went into effect this year, is intended to increase competition and innovation in European banking and finance. Using new digital tools, people might check balances or make payments via Facebook鈥檚 messaging app, for example. (They already do that in Brazil.)
And yet consumers are concerned about security, as the BC and FAU students learned in the next phase of their work, conducting surveys and focus group鈥搒tyled 鈥渘eed-finding workshops.鈥� The goal was to understand the banking habits and attitudes of the target customer segment, millennials. It turns out that for all their comfort with sharing party pics on social media, 鈥淢illennials trust banks more than they do the GAFA companies [Google, Apple, Facebook, Amazon],鈥� said Brooks in April. 鈥淎nd this survey was done before the latest Facebook data scandal.鈥�
When it comes to their money, 鈥渟ecurity is the number-one concern鈥� for customers on both sides of the Atlantic, Brooks said. That might be the strategic advantage that banks hold in the PSD2 era: 鈥淏anks are seen as a trustworthy data warehouse鈥攖hey鈥檙e already perceived as an institution people are willing to share data with.鈥�
Nevertheless, convenience is also a consideration for the typical millennial banking customer鈥攊n fact, it comes second, right after security, according to the students鈥� research. This reality fed the final phase of their work, designing the bank account of the future. As more and more people conduct more and more of their business on mobile phones, savvy banks consider it vital that they meet customers where they are. With younger customers, there鈥檚 the added social dimension. At least in the U.S., peer-to-peer payment apps such as Venmo enable users to send notes and emojis along with their payments.
With that in mind, the team brainstormed ways to make banking fun. 鈥淭o make it so that the customer checks the bank application the way we check Facebook,鈥� Poracky said, perhaps 鈥渋ncorporating incentives and gamification into the platform.鈥�
Through that exercise, the students put their M.B.A. studies into practice well before taking diplomas in hand. 鈥淚t鈥檚 a great way to apply what we鈥檝e learned in the classroom to a real-world business problem,鈥� said Poracky. 鈥淲hen we were brainstorming, we were using terms from our class learning, and that helped us shape and focus our thinking.鈥�
Presenting the Results
Finally, in April, the three FAU students, as well as three executives from TeamBank and three FAU professors, flew to 艾可直播. The students renewed their friendship in person with tourist stops and dinners out in the Hub. Then they donned business attire (FAU student Julian Bormann got away with a black turtleneck), assembled in a small lecture hall in Fulton, and presented the results of their project to the TeamBank execs.
鈥淟et鈥檚 rock and roll,鈥� said Poracky as the students stood up and filed to the front of the room. They began by discussing the challenge and sharing the market research results. The TeamBank people, as well as the Carroll School鈥檚 Subramaniam (whose specialty is global strategy), fired questions at the presenters. What is millennials鈥� favorite nonbank financial app? (It鈥檚 Paypal in Germany, Venmo in the U.S.) Is the mindset different or similar between American and German millennials? (It鈥檚 similar.) Do millennials realize a Venmo payment is processed through their bank?
鈥淚 think everyone knows it鈥檚 there, that you鈥檙e using the bank infrastructure,鈥� Stevenson responded to that last query. 鈥淭hen once you鈥檝e downloaded the app, you never think of it again. You think of Venmo as the peer-to-peer transaction, and the bank does the dirty work behind the scenes.鈥�
Then it was time for the students to present two digital mock-ups of their bold product ideas aimed at positioning TeamBank as Germany鈥檚 banking innovator. At that point, a visiting writer and photographer were asked to leave the room in order to keep the details of the products confidential.
So . . . how did the students do?
鈥淓xceeded our expectations,鈥� said Felix Schaffelhofer, TeamBank鈥檚 head of strategy, speaking some days later. The bank will indeed use the students鈥� ideas, he said, and it will 鈥渄efinitely have an impact in our daily work.鈥�
It helped that the students were, naturally, part of the age bracket they were studying. Moreover, Schaffelhofer appreciated the American perspective regarding peer-to-peer payment apps such as Venmo. 鈥淭hese are not that common in Germany,鈥� where cash is still king, 鈥渂ut they could become so in the future,鈥� he said. 鈥淭he U.S. is always one or two years ahead, so that was some insider learning for us.鈥�
The TeamBank team was impressed by how well the students worked across geopolitical borders and 3,800 miles of land and sea. 鈥淭hey harmonized together,鈥� said Schaffelhofer. 鈥淧erhaps with this project we contributed a bit to the understanding between the different nations, which is great to see in these times.鈥�
Patrick L. Kennedy, Morrissey College 鈥�99, is a writer in 艾可直播 and the co-author of聽Bricklayer Bill: The Untold Story of the Workingman鈥檚 艾可直播 Marathon.
Photography by Christopher Soldt.