Why are banks like this looking for more commerce action? Primarily because the data and behaviour that drives use of banking services is increasingly shifting online and to mobile—and advertising on billboards, TVs and newspapers just doesn’t cut it anymore. Today, if you want to get a customer to use your banking services, increasingly it has to be wrapped around some other sort of transaction or interaction where they need credit available to complete a purchase, for example. Additionally, once a consumer is using banking embedded in another platform, banks lose visibility on what customers
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