"who can best improve someone’s financial health"

Recomendo vivamente a leitura de "The Lesson From Acorns And Stash: People Don't Want Savings Accounts, They Want Help Saving Money":

"The change in the market isn't with young Millennials opening Neobank accounts (or more accurately, debit-related payment accounts), but with:
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Older Millennials and Gen Xers, and
Savings tools like Acorns and Stash.
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The overall adoption percentages of Neobanks by generation are small--but the percentage of Older Millennials with a Neobank account is nearly double that of Young Millennials.
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In contrast to Neobank adoption, US consumers have opened more than 7 million accounts with fintech savings tools like Acorns and Stash. Importantly, those consumers said those tools helped them save nearly $5.6 billion in 2018.
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Among Older Millennials and Gen Xers--and even Baby Boomers--roughly twice as many are using savings tools like Acorns and Stash than have a Neobank account. And among Young Millennials, it's about three times as many.
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[Moi ici: O trecho que se segue é muito boa] The lesson here is that consumers want help managing--i.e., improving and optimizing--their financial lives. They don't want an "account" to replace their existing accounts simply because it comes from a digital-only provider..
The relative success of tools like Acorns and Stash provides a clue as to why so many banks haven't seen much success from their personal financial management (PFM) efforts: Tools that monitor or track one's financial life are different from tools that optimize or improve performance.
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The lesson from Acorns and Stash's success is that banks will need to compete on who can best improve someone’s financial health (for a given cost)--and not on who has the best rates and fees. The winners will be the financial institutions who can deliver on improving financial health--and prove it."

Por cá, os bancos, a coberto da protecção aos incumbentes, andam entretidos a aumentar ou a criar taxas e taxinhas por serviços. Ou seja, a espremer o modelo de negócio do século passado, em vez de seduzir clientes... uma outra versão de "Cambão versus estratégias baseadas nos clientes-alvo".

Talvez ganhassem alguma coisa em ler "The Problem With Problems"