This is a pretty important question in financial services today…..
“How can a bank insert itself in a relevant way into an existing ecosystem where people gather for nonbanking activities? And does it make sense for a bank to create its own ecosystem of sorts?”
In my experience incremental engagement with customers leads to increased share of wallet and reduced risk of churn.
Therefore this question above is pretty key for digital servicing and acquisition in 2019. And directionally banks and insurance providers should be working hard this year on these two things:
1) reduce dependency on pushing people to owned channels
2) establishing a presence in channels of scale and relevancy
American Banker has a great article on this titled: “Banks Need to Think Outside the App” – http://go.tuuk.me/bankoutsideapp