Analysis of Underbanked Population in U.S.

Analysis of Underbanked Population in U.S. – Banking the Underbanked with Prepaid Cards

Report Code: BFS 1002 Jun, 2010, by marketsandmarkets.com

Report Description

The unbanked and the underbanked together spend around $10.4 billion on more than 324 million alternate financial services (AFS) products; this is due to lack of knowledge on part of the banks to target and market banking products to the underserved. Economic inclusion of the underbanked population (approximately 43 million in 2009) into the traditional banking cycle will have a significant financial impact on the federally insured banks that have traditionally stayed out of this market.

Wooing the Underbanked – Need, Behavior, and Attitude Analysis is a market research study designed specifically to profile underbanked populace/households. The aim of this report is to analyze the reasons behind the low adoption of traditional banking products by underbanked and their preference for alternate financial services (AFS) and products (transaction/credit).

The underbanked are educated and employed but are reluctant to use traditional banking products such as debit / credit cards and short term loans primarily due to the fear of hidden costs and convenience issues. They make little use of the services provided by mainstream financial institutions; and are limited to traditional banking where they usually have a checking / savings account. They also frequently use AFS offered by non-banking institutions. AFS products are non-bank money orders, payday lending, check cashing facilities, rent-to-own agreements, and refund anticipation loans.

The objective of the report is to provide vital marketing information about the underbanked that also use AFS products; and the traditional and novel banking and financial services that banks can render to them. The report will provide new insights and give recommendations for banks intending to capitalize on this untapped market segment. Intensive bifurcation of the underbanked customers on the lines of income, age, education, region, race, etc. will enable product development and provide a roadmap to the future of novel banking practices for the underbanked.

Scope of the report

Strategy formulation

This section seeks to provide a schematic of the marketplace under study; and to enable the report user to determine their competitiveness and positioning in the market. Through our in-depth understanding of the financial services industry, we size the market, identify the trends and drivers, and develop the right framework for strategy formulation to help users maintain or enhance their market position.

Business Model

This section seeks to identify the already existing business models; and to optimize these models in order to help FIs enter new and lucrative markets.

Vendor Selection

This section seeks to profile the companies supporting the market under study. We profile the top vendors and analyze user perspectives to help you make the best decision for your financial institution. Every report includes in-depth reviews of the top vendors.

What makes our report unique?

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MarketsandMarkets provides clients with ground breaking marketing research.  M&M’s unique research methodology and expert analytical capabilities will provide you the tools to apply the best marketing practices to your Financial Institution. 

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This market research study will forecast the future roles, uses, and acceptances of new products, services, and applications emerging in the marketplace. It will identify opportunities where companies can get a leg up on the competition. 

Key questions answered

  1. Which are the high-growth segments and how is the market segmented on the basis of products, services and stakeholders?
  2. What are market estimates and forecasts; which markets are doing well and which are not?
  3. Where are the gaps and opportunities; what factors are driving market growth?
  4. Which are the key playing fields and winning-edge imperatives?
  5. What is the competitive landscape; who are the main players in each segment; what are their strategic directives, operational strengths, key selling products, and product pipelines? Who is doing what?

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TABLE OF CONTENTS

EXECUTIVE SUMMARY     
WHY TARGET THE UNDERBANKED?      
AFS USE BY UNDERBANKED       
PRODUCT INNOVATION TO PENETRATE THE UNDERBANKED MARKET  
CHALLENGES & STRATEGIC INITIATIVES        
INTRODUCTION OF A NEW FINANCIAL VEHICLE TO FOSTER RELATIONSHIP   

1 INTRODUCTION  
  1.1 REPORT PURPOSE      
      1.1.1 REPORT CATALYST        
      1.1.2 REPORT STRUCTURE      
  1.2 RESEARCH OBJECTIVES       
  1.3 STUDY METHODOLOGY       

2 MARKET OVERVIEW      
  2.1 KEY FINDINGS
      2.1.1 CHARACTERISTICS OF THE UNDERBANKED
  2.2 MARKET DEFINITION
      2.2.1 REASONS FOR BANKS TO TAP THE UNDERBANKED          
      2.2.2 NEED FOR EFFECTIVE DIFFERENTIATION     
      2.2.3 USE OF ALTERNATE FINANCIAL SERVICES  
      2.2.4 DEMOGRAPHIC CHARACTERISTICS OF UNDERBANKED HOUSEHOLDS
            2.2.4.1 Underbanked households by race and ethnicity 
            2.2.4.2 Underbanked households by household type    
            2.2.4.3 Underbanked households by education, income and age           
  2.3 DRIVERS & OPPORTUNITIES
      2.3.1 EASE OF TAPPING THE UNDERBANKED        
      2.3.2 HIGH COST OF AFS PRODUCTS           
      2.3.3 GROWTH OF MINORITIES         
  2.4 RESTRAINTS    
      2.4.1 LOW CREDIT SCORES & PROFITABILITY ISSUES     
      2.4.2 COMPETITION FROM AFS-PROVIDERS          

3 STRATEGY FORMULATION       
  3.1 KEY FINDINGS
  3.2 INTRODUCTION         
  3.3 CHALLENGES IN SERVING THE UNDERBANKED
  3.4 OVERCOMING CHALLENGES          
      3.4.1 EFFECTIVE PRODUCT DEVELOPMENT TO TACKLE PROFITABILITY ISSUES     
      3.4.2 STRATEGIC ALLIANCE WITH AFS TO AVOID FRAUDS        
      3.4.3 KIOSKS IN RETAIL STORES TO MITIGATE COST OF CUSTOMER ACQUISITION           
  3.5 REACHING THE UNDERBANKED    
      3.5.1 AWARENESS PROGRAMS          
      3.5.2 TARGETED MARKETING PRACTICES  
      3.5.3 OTHER STRATEGIES TO CATER TO THE UNDERBANKED   
  3.6 IDENTIFYING SWEET SPOT FOR BANKS TO WOO THE UNDERBANKED       
      3.6.1 PREPAID CARDS HAS MAXIMUM POTENTIAL          
      3.6.2 UNDERBANKED SEGMENTS AND PRODUCT MATCHING  
            3.6.2.1 Cash supreme  
            3.6.2.2 Defaulters        
            3.6.2.3 The aggressors
            3.6.2.4 Active money managers           
            3.6.2.5 Opinionated     
            3.6.2.6 The learner      
            3.6.2.7 Nearly there    
            3.6.2.8 To Borrow      
  3.7 PREPAID CARDS – FINANCIAL VEHICLE TO ENABLE ECONOMIC INCLUSION       
      3.7.1 OPEN-LOOP CARDS TO SURPASS CLOSED-LOOP CARDS 
      3.7.2 BANKS TO MINIMIZE COST      
      3.7.3 CREDIT BUILDER ASPECT OF PREPAID CARDS        
      3.7.4 SMALL DOLLAR LOANS AVAILABLE THROUGH PREPAID CARDS           

4 BUSINESS CASE STUDIES          
  4.1 KEY FINDINGS
  4.2 PREPAID SOLUTIONS – TAPPING THE UNDERBANKED WITH RELOADABLE PREPAID CARDS     
      4.2.1 OBJECTIVES         
      4.2.2 LEVERAGING INFRASTRUCTURE OF AFS-PROVIDERS FOR PREPAID CARDS   
      4.2.3 BENEFITS ACHIEVED BY PIGGYBACKING ON CHECK CASHING CENTERS      
      4.2.4 SUCCESSFUL VENDOR RELATIONSHIP WITH FIS    
      4.2.5 CONCLUSION      
  4.3 USE OF WAL-MART FLOOR SPACE TO CROSS-SELL FINANCIAL SERVICES
      4.3.1 OBJECTIVES         
      4.3.2 WAL-MART OFFERS A DIVERSIFIED PRODUCT SET AT COMPETITIVE PRICES 
      4.3.3 CUSTOMER ACCEPTANCE THROUGH SPECIAL FOCUS ON CONVENIENCE     
      4.3.4 INTRODUCTION OF WAL-MART PREPAID CARDS   
      4.3.5 CONCLUSION      

5 VENDOR SELECTION      
  5.1 VENDOR BENCHMARKING  
      5.1.1 FUNCTIONAL BENCHMARKING          
      5.1.2 OPERATIONAL BENCHMARKING        
      5.1.3 TECHNOLOGICAL BENCHMARKING  
      5.1.4 COMMERCIAL BENCHMARKING         
  5.2 VENDOR SELECTION FOR PREPAID CARDS         
      5.2.1 ECOMMLINK        
            5.2.1.1 Product & Service       
            5.2.1.2 Recent Developments  
      5.2.2 FIDELITY NATIONAL INFORMATION (FIS)    
            5.2.2.1 Product & Service       
            5.2.2.2 Recent Developments  
      5.2.3 FIRST DATA          
            5.2.3.1 Product & Service       
            5.2.3.2 Recent Developments  
      5.2.4 FSV PAYMENT SYSTEMS           
            5.2.4.1 Product & Service       
            5.2.4.2 Recent Developments  
      5.2.5 GREEN DOT
            5.2.5.1 Product & Service       
            5.2.5.2 Recent Developments  
      5.2.6 I2C INC.     
            5.2.6.1 Product & Service       
            5.2.6.2 Recent Developments  
      5.2.7 NETSPEND
            5.2.7.1 Product & Service       
            5.2.7.2 Recent Developments  
      5.2.8 TSYS           
            5.2.8.1 Product & Service       
            5.2.8.2 Recent Developments  
      5.2.9 TXVIA        
            5.2.9.1 Recent Developments  

APPENDIX    

LIST OF TABLES

TABLE 1 FULFILLING BANK OBJECTIVES WHILE SERVING THE UNDERBANKED   
TABLE 2 AGE-WISE PREFERENCE FOR AFS/BANKING PRODUCTS 
TABLE 3 RODUCTS WITH RELATIVE ATTRACTIVENESS        
TABLE 4 TOP U.S. ISSUERS OF PREPAID CARDS,  BY PURCHASE VOLUME (2008)           
TABLE 5 VOLUME OF LOADED AMOUNT IN PREPAID CARDS ($BILLION)
TABLE 6 PRICE COMPARISON OF PREPAID CARDS    
TABLE 7 PRICE COMPARISON OF MONEY SERVICES (JUNE 2007)  
TABLE 8 ROLES OF PROFILED VENDORS          
TABLE 9 BANK ACCOUNTS WITH SPECIAL INTEREST FOR THE UNDERBANKED           
TABLE 10 LOANS FOR THE UNDERBANKED    
 
LIST OF FIGURES

FIGURE 1 U.S. HOUSEHOLDS’ BANKING STATUS       
FIGURE 2 IDENTIFYING SWEET SPOT FOR BANKS     
FIGURE 3 AFS PRODUCTS USAGE BY UNDERBANKED HOUSEHOLDS       
FIGURE 4 UNDERBANKED HOUSEHOLDS BY RACE AND ETHNICITY        
FIGURE 5 U.S. HOUSEHOLDS VS UNDERBANKED HOUSEHOLDS, BY RACE AND ETHNICITY  
FIGURE 6 UNDERBANKED HOUSEHOLDS BY TYPE    
FIGURE 7 UNDERBANKED HOUSEHOLDS BY EDUCATION   
FIGURE 8 UNDERBANKED HOUSEHOLDS BY INCOME          
FIGURE 9 UNDERBANKED HOUSEHOLDS BY AGE      
FIGURE 10 CROSS-SELL AND UP-SELL STRATEGIES TO TAP THE UNDERBANKED         
FIGURE 11 CHALLENGES FACED BY BANKS    
FIGURE 12 MARKETING FINANCIAL PRODUCTS TO UNDERBANKED        
FIGURE 13 STRATEGIES TO ATTRACT UNDERBANKED CONSUMERS        
FIGURE 14 CHECK CASHING FOREMOST DEMANDED SERVICE     
FIGURE 15 RELATIVE IMPACT OF BANKING PRODUCTS      
FIGURE 16 UNDERBANKED CUSTOMER SEGMENTS AND PRODUCT SELECTION           
FIGURE 17 POSITIONING THE SAME PRODUCT TO DIFFERENT MARKET SEGMENTS    
FIGURE 18 SHIFT IN THE PREPAID CARD INDUSTRY (2008-2014)     
FIGURE 19 VENDOR BENCHMARKING, BY MAJOR END-USER SERVICES 
FIGURE 20 VENDOR BENCHMARKING, BY VALUE-ADDED SERVICES       
FIGURE 21 VENDOR BENCHMARKING, BY OPERATIONAL STRENGTH      
FIGURE 22 VENDOR BENCHMARKING, BY TECHNOLOGY DEVELOPMENTS       
FIGURE 23 RELOADS ON GENERAL PURPOSE PREPAID CARDS       


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Report Code
BFS 1002
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Jun, 2010
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