Respondents to the survey were representative of the US population on the criteria of age , gender, and living area. This suggests that rather than trying out several digital-first banks at a time to see which one's perks they like best, respondents already banking with one digital-first bank are very unlikely to make deposits into another.
To get a strong start in the US, European neobanks should therefore offer promotional perks oriented purely toward customer acquisition. Since they will be at a disadvantage to established players in the US market, European competitors will want to focus their early strategies heavily on customer acquisition. This could mean one-upping US neobanks on perks while setting lower transaction and deposit thresholds to access those benefits.
for neobanks, and this is an expensive strategy — it could help European players get a foot in the door., Business Insider Intelligence's expert product suite tailored for today's decision-makers in the financial services industry, delivered to your inbox 6x a week. >>