Podcasts

Building financial communities with Vanessa DiMauro

  • More financial firms are building communities to deepen customer relationships.
  • Communities can provide tangible benefits to banks, investment firms, and financial media companies.
close

Email a Friend

Today’s financial firms aren’t your father’s financial firms.

Vanessa DiMauro is the CEO of Leader Networks, a research and consulting company that helps companies create and grow online communities. In a world of increasingly commoditized financial services, financial communities give their sponsors a whole new level of competitive differentiation. Consumers are demanding more from their financial relationships and financial communities are a way to deepen those relationships, bringing the digital experience back to a human one. She recently published her research on the keys to community readiness and growth.

Vanessa and I discuss why financial firms are building and maintaining communities and the challenges in doing so. She provides us some very interesting insight into the ingredients necessary to build a successful community and her view on future trends in community building.

Subscribe: iTunes I SoundCloud

Below are highlights, edited for clarity, from the episode.

Why financial firms are building communities

Recently, financial firms have perked up and began thinking more critically about building financial communities. That’s because of the critical differentiator these communities can provide by making the relationship with the firms’ customers more intimate. New regulation has made this more accessible and new rules have opened the door for financial firms to provide proactive thought leadership and disclosure in the context of communities.

Who within financial firms is responsible for the communities?

Most frequently, the remit and budget for a community typically fall under the CMO or chief digital officer. The most successful communities have a key stakeholder group because they have impact on R&D, products and services, IT, and very importantly, on customer care. They all need skin in the game because a community that’s designed to just be a marketing or amplification channel aren’t that successful.  Customers come for content and stay for each other.

Where are financial communities headed?

There’s a lot of untapped opportunity for financial services firms to use communities, technology, and the evolving customer relationship to experiment with customer loyalty. To blend automation and a human face. Roboadvisors are a good example of the combination of collaboration and automation. Imagine banking apps that give customers access to the community straight from the apps, to give a full user experience that blends collaboration and content.

0 comments on “Building financial communities with Vanessa DiMauro”

Payments, Podcasts

What’s Happening in Payments Ep. 7: Adyen’s Brian Dammeir on how to keep up with the shifting payments landscape

  • Brian Dammeir, president of North America at Adyen, joins host Ismail Umar on this week’s podcast.
  • He talks about his experiences at Adyen, the shift in consumer expectations across generations, and the role Adyen wants to play in the future of payments.
Ismail Umar | May 20, 2022
Modern Marketing, Podcasts

The Acquire Podcast Ep. 9: How Oxygen’s new debit loyalty program Elements is winning rebels and change makers

  • Oxygen’s SVP, head of business development and strategic partnerships Ryan Conway, and creative director Sani Gad join us on the Acquire Podcast.
  • ‘You name it, they tried it’ – including a hit summer tune with Megan Thee Stallion.
Rebecca Alma Cohen | May 17, 2022
Podcasts

The Banking Podcast Ep. 18: Faced with a bad market, will financial super-apps-in-the-making revert to what they’re good at?

  • In this episode of Tearsheet's Banking Podcast, your hosts Zack and Josh explore the impact bad markets will have on banking and fintech.
  • Also discussed: banks moving into BaaS models, BNPL regulation, and crypto mortgages.
Zachary Miller | May 16, 2022
Library, Podcasts, Sponsored

Case study: How Intuit’s newest upgrade of Mint helps consumers save on bills and subscriptions

  • In our latest case study, we spoke with Intuit Mint and ApexEdge about how they enable better money decisions and financial wellness.
  • Listen in or read through our conversation with Varun Krishna and Steven McKean about building and launching a partnership that takes PFM further.
Tearsheet Editors | May 16, 2022
Podcasts

The challenges and opportunities for stablecoins in traditional finance with Paxos’ Mike Coscetta

  • There's an acceptance that stablecoins will be the intersection between traditional finance and the new world of blockchain.
  • But is that right? We speak to Paxos' head of revenue, Mike Coscetta to learn more.
Zachary Miller | May 11, 2022
More Articles