Few financial institutions currently offer emerging services.

PositionMARKETING NEWS

SEVENTY-ONE PERCENT OF BANKING CONSUMERS find identity-theft alerts important and valuable, but only 21 percent currently get them through their financial institution. That is one of the findings from a consumer study currently being tabulated by Market Rates Insight, San Anselmo, Calif.

Sixty percent of consumer say that personalized couponing is important and valuable, but only 7 percent currently have it, according to advance survey findings released by the company.

In general, the company found that financial services companies are lagging behind in providing leading-edge financial services that consumers find important and valuable. Only 13 percent of banking consumers currently have any type of emerging financial services, yet 55 percent of them find these services important and valuable.

Dr. Dan Geller, executive vice president, says that the growth and fee-revenue potential for financial services institutions is about four times the current level. "However, in order to reach this potential, banks and credit unions must offer the right type and combination of services that consumers desire and value."

The study, which will be completed in midyear, measures the current level of use of each of the 13 emerging financial services compared to the potential level of use reported by...

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