Square

We now live in a world where almost anyone can build and launch innovative, regulated financial products as easily as they can create a Shopify page - that’s the magic of Banking as a Service (BaaS).

I speak to a lot of customers about how money fits into their lives. I’ve never come across anyone who said “what I really need is a bank” or more specifically banking products like credit cards or savings accounts. Customers don’t want your products, they want to achieve their goals.People talk about helping their kids go to university or getting the best deal on their mobile phone. Of course, people require money and some kind of financial products to do these things. However, the cold reality for banks is that their commoditised products are not helping customers make progress towards these important jobs in their lives.At 11:FS we help build truly digital next generation digital propositions. Central to this is grounding intelligent digital propositions in customer Jobs To be Done (JTBD).