Mint.com Case Study: A Fresh Approach to Account Aggregation

Published by: Datamonitor

Published: May. 20, 2010 - 16 Pages


Table of Contents

DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Introduction
Mint has established itself as an innovator among its competitors in terms of marketing and content
Mint is free for all customers
The reach and hassle-free functionality of spending analysis tools are fundamental to Mint's appeal
Mint Life empowers consumers to take control of their finances and offers advice
Convenience and Comfort are Mint's secrets to attracting consumers
Convenience is fundamental to Mint's offering
Comfort is king when dealing online
Mint's security policies are well-communicated and reassuring
Mint's concise how-to guides simplify finance
The how-to guides also target the Financial Intelligence Complexity Megatrend
Continued innovation looks set to solidify the presence of Mint in the US market
Mint's methods can be adapted for all
APPENDIX
Definitions
The Datamonitor Financial Services Consumer Insight Megatrend Framework
Authenticity
Comfort
Connectivity
Convenience
Individualism
Wellbeing
Demographic Complexity
Financial Intelligence Complexity
Lifestage Complexity
Wealth Complexity
Methodology
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: Mint's brand name and logo suggests a 'fresh' approach from the start
Figure 2: Users can compare their spending to others in the 'SpendSpace'
Figure 3: Mint offers in-depth spending analysis and up-to-date spending feeds and alerts
Figure 4: Mint Life empowers consumers to take control of their finances and offers advice
Figure 5: Mint's mobile application and SMS alert service mean customers can conduct their money management on-the-go
Figure 6: A video of Aaron Patzer discussing security reassures customers
Figure 7: 'Money Tweets' condenses financial news and Mint updates in one place

Abstract

Introduction

This case study on Mint.com forms part of Datamonitor's Financial Services Consumer Insights series, as part of which best practice in specific areas of FS are highlighted.

Scope
  • This case study analyses the key successful elements in Mint.com's marketing and communication strategy
  • The case study examines how the brand has developed to its current status and why it appeals to consumers so strongly
  • Datamonitor's Financial Services Megatrend Framework is used to analyse the effectiveness of customer targeting strategies
Highlights

Mint.com has experienced success above and beyond its competition by combining proven back-end technology with a superior front-end user experience which puts customer needs at the heart of its offering and takes the stress out of personal financial management when they need it most.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify the implications of changing consumer behaviours
  • Capitalize on the knowledge of experienced companies when entering a new niche or market


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