Subscription
as a model is seeing increased popularity in almost all industries, and the
onset of the COVID-19 pandemic has only further propelled the popularity of
subscribing to digital platforms. As the global population shrouded by
uncertainty continues to move in and out of lockdown, it’s depending more and
more on subscription-based digital services for different purposes, such as
shopping, entertainment, food, medicine, and education.
The FinTech
industry is one of those industries that has been somewhat positively affected
by the global pandemic, specifically subscription models that tend to lean
towards being affordable and convenient for a variety of customers that are understandably
money-conscious during these trying times; our new normal has seen such a rise
that industry players are beginning to contemplate whether or not it’s the
future of FinTech.
As the world
takes to digital more every day, subscription models are becoming more
appealing as business models and people are discovering its added benefits,
such as the transparency behind companies revealing their fees upfront, getting
access to a product or service that gets better over time, and the provision of
better customer service and real-time updates, which ultimately results in
better customer loyalty and trust.
Many FinTech
players are still assessing the risk involved in catering to subscription-based
platforms, but many others have already taken initiative to provide consumers
with products that allow them to manage their many subscriptions, such as
offering virtual cards for each subscription service they are part of. On the
business side, FinTech providers also benefit from subscription models as they get
access to a lot of customer data which enables them to re-target their services
to their existing customer base, and this is achieved by incorporating innovative
concepts like Artificial Intelligence (AI) and Machine Learning (ML) into their
products or services. This incoming user data is further analyzed and broken
down to allow companies to get richer insights about their consumer base, in
turn enabling them to create better, personalized products and even showcasing
the need for a completely new product or service by highlighting hidden
opportunities within the user’s behavior, for instance.
There are
several FinTech providers that are currently offering subscription-based models
in one aspect or another, and their approaches vary. Microinvesting spare-change
applications are one example, bridging together investment, retirement plans, checking
accounts and more across different subscription levels that each provides a
list of services with fixed fees per month, while providing an easy, smart and trusted
solution. Other startups provide an all-in-one subscription service by giving exclusive
discounts and amenities that include phone insurance, free cash deposits, and
the ability to withdraw fee-free cash. Looking at challenger banks, some are
offering their customers exclusive value-adding perks for a set monthly fee,
such as access to global travel lounges, free ATM withdrawals, and travel
insurance. On the other hand, some banks have created a subscription-based
m-banking program that includes checking, savings, a debit card and a line of
credit of up to 75% of a person’s savings, all for a fixed monthly fee.
Forward to
today, and we see that an increasing number of people are willing to pay a
lesser monthly subscription fee than a significant lump sum upfront, especially
during the ongoing pandemic. Users can always cancel their subscriptions if they
feel they have better use for this money, as opposed to having paid a large
amount that is non-retrievable. Today, with an improved digital payment
infrastructure that is getting more secure every day and with many
account-2-account payments providers budding all around the FinTech ecosystem, it’s
now much easier for businesses to offer their customer a seamless subscription
experience, while making it much simpler to integrate their payment gateways
into existing software solutions that support businesses with recurring monthly
or annual payments.
FinTech
applications are on the frontline today when it comes to facilitating digital payments
and tying together the many subscription models that are finding their way into
our lives, and as commercial platforms increase at a rapid pace, so does the
underlying digital finance infrastructure that allows these platforms to blend
seamlessly into our daily lives. As consumers continue their search for the
best digital experience amidst an uncertain period around the world, FinTech
should hold the reigns and spearhead the subscription economy into a brighter,
more profitable future for all parties involved.
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