Financial technology companies seek to improve engagement by disrupting established propositions but some are exiting the market, or finding it difficult to scale.
The perceived necessity for people to ‘engage more’ in their financial wellbeing continues to be a central debate but did long-established propositions understand that consumer apathy and time scarcity makes buy and forget propositions attractive to the mass market. Central to the argument is the next evolution in technology. If technology can reach a maturity to deliver an immersive, always-on presence, we may see a true technological version of buy-and-forget propositions that overcome our apathy.
The full article was published in Money Marketing on 17th January 2020.
