But for Mint, a digital personal finance service founded in 2006, there was no head start. Why not? After all, three out of four Intuit customers are already using Intuit's online services.The following is an excerpt from Contently’s latest e-book, “ On the Money: How 5 Finance Brands Build Loyal Audiences by Investing in High-Quality Content.” To get the free e-book, fill out the download form at the bottom of this article.įor established financial institutions and capstone banks, building an audience can be a little easier if customers are already familiar with your brand and name. Mint, with its easy-to-use web interface, free price-tag, and compatibility with all platforms, may well be Intuit's future and Quicken's successor.
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it's clear that Intuit, one of the last major pure desktop software program players, is getting ready to move its product line once and for all to the cloud. To me, if you add in Intuit's other recent online service moves, such as QuickBooks Online for iPad the hook-up between TurboTax and local accountants and its promotion of QuickBooks Online. It's an easy way for banks to provide valuable advice and services based on a customer's specific needs and use of financial products, all in the place millions of people look for help." Wright continued, "Mint is more than just online pie charts.
Intuit's move is also meant to help banks with their marketing. Suggesting helpful products and services: Alerts customers to relevant products and services from their financial institution that are specific to their situation at a time when they are most interested in learning more.
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Providing on-the-go tracking with mobile apps: Provides an award-winning mobile experience that gives customers the big picture view and dollar-and-cent details of their money on their iOS and Android mobile phones and tablets
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Offering free actionable advice on how to save money: Delivers personalized alerts and insights based on individual transactional behavior, financial habits, and goals Showing customers their entire financial picture in one place: Automatically organizes spending from more than 19,000 financial accounts into categories and shows where money is going with easy-to-understand charts By blending Mint with their digital banking home page, financial institutions can provide immediate, meaningful financial insights to their customers, help more people save money, and further deepen banking relationships by recommending relevant financial products at the time when people are most interested." Could this be the first step to putting an end to desktop Quicken?īut for now, Greg Wright, vice president of product management at Intuit Financial Services, said in a statement that " more than 12 million people already use to manage their complete financial picture, and have identified savings of more than $30 billion toward their personal goals. At the time, he also suggested that Intuit "will have desktop products for at least another five years, simply due to comfort level more than anything else". Indeed, you could see this move coming at least three years ago when Aaron Patzer, Mint's founder and then Intuit VP and GM of personal finance said, " Quicken Online will be going away, and we'll be migrating to Mint". Intuit is positioning as your primary connection between you and your bank.