On point article in The Times today: https://www.thetimes.co.uk/article/just-grow-up-monzo-youre-a-bank-not-our-new-best-friend-cx0xz0tkd
Just grow up, Monzo. You’re a bank, not our new best friend
If they have, the app-based bank has no doubt achieved its marketing objective. It has been great at creating a lifestyle brand and fostering a relationship with its customers by — shock, horror — giving them respect and inviting trust.
This is opposed to the usual bank approach, where they do their thing and you like it or lump it.
Now, though, Monzo may be wishing that it had not been so successful at nurturing this special relationship because it badly needs money. And it’s ever so awkward making cash from your friends.
This week the bank launched its Monzo Premium account, yours for a mere £15 a month. For this you get a metallic card that apparently costs £50 to make, travel insurance and access to airport lounges (are you starting to spot the obvious flaw?).
There’s even mobile phone insurance, which feels very 2013 for a bank that is so on-trend. (Everyone worked out how useless mobile cover was some years ago now).
There is a respectable interest rate of 1.5 per cent, but it is capped to balances of up to £2,000, meaning that you can earn a maximum of £30 a year in interest.
The mobile phone insurance comes with a £75 excess and the travel insurance that you almost certainly won’t be using anytime soon has an excess of £50.
Then there is a minimum six-month term for the account; you must commit £90 to join — half of the £180 yearly cost — and if you cancel within six months you’ll owe Monzo £50 for that metallic card.
Good grief. While we expect to be flogged this kind of nakedly commercial product from high street banks such as Barclays, it’s harder to accept from a company that has spent years telling us how much it cares about its customers and about doing right by them.
Even if you haven’t spent millions marketing yourself as a human-speaking and feeling bank, I’m at a loss to understand the rationale behind launching an expensive account that peddles travel insurance, mid-recession, with many places mid-lockdown. What on earth is Monzo thinking?
I suspect that rather than being an issue of judgment, however, financial pressures are narrowing Monzo’s options. In its annual report in July the fintech unicorn, which was valued at more than £2 billion last year despite not having made a penny in profit, showed losses of £113.8 million in 2019-20, more than double its losses in the previous financial year.
Its auditor, EY, said that there was “significant doubt” about the bank’s ability to operate as a going concern.
Monzo needs to navigate a tricky middle ground between making money, but not betraying its customers’ trust, a balance Barclays has lost, to judge from my experience over the years.
Banking was ripe for a shake-up, and Monzo certainly did this with clever tools on its app, such as allowing people to siphon money into saving pots. It also found a way to make signing up for an account fast and secure.
But the older banks have caught up and have adopted many of these features. Monzo should be flattered by the way they have all imitated it, but it has left the digital bank in a quandry.
It is realising that, while it is cool to be young and disruptive, if you want to make money you have to behave like a grown-up. So it finds itself having to imitate the ideas of the dinosaurs of its industry, even if it means launching a rotten packaged account.
Monzo should not aim to be our friend, but a company we trust — and that means ditching the account that is clearly a bad deal and being a bit less lifestyle and a bit more bank.
Lost your fancy new Monzo card? That’ll cost you.