Direct indexing has traditionally only been available to the wealthy because they can afford direct, broad stock exposure and the increased fees associated with more customization. But tech advancements like Just Invest’s large-scale data analysis and quantitative algorithms automate this level of customization without increasing operational costs.

Other ecommerce sales channels, like Amazon, don’t offer as many customization tools—most sellers have a hard time standing out because their storefronts all have the same look and features. Reducing developers’ revenue share rate might incentivize innovation.

Customization topped the list, though respondents also cited a host of segmentation strategies. An easy way marketers can add customization is by adapting subject lines, which is more feasible than adjusting email bodies for certain individuals or segments. “It’s just a line of text, so creating five versions of a subject line is simple,” Adamidis said.

The new portfolio customization capabilities will broaden the appeal of Wealthfront’s platform. This taps into surging interest in self-directed investing and the rapid growth of “do-it-yourself” investing platforms like Robinhood, which added 3 million new users in 2020 to reach over 13 million in total.

The platform is considering a variety of paid options, from charging to use its management tool TweetDeck to introducing new features like profile customization. But the crux of Twitter’s subscription play isn’t in features—it’s in content.

However, in-app customization is the least-in-demand feature in the Account Management category, well below average: 18.4% of respondents call it “extremely valuable,” and five FIs support it. FIs that wish to attract consumers particularly inclined to digital—digital-only bank account holders—should focus on account management features.

But some providers have embraced outright cardholder customization: U.S. Bank’s Cash Plus Card, for example, enables customers to select their 5% and 2% categories quarterly from a predetermined list including categories ranging from apparel and movie theaters to telecom and utility bills.

A domestic payfac, by contrast, will encounter a more homogenous submerchant pool (which simplifies solution customizations), as well as reduced regulatory complexities and less opportunity for fraud. A company’s decision of whether to become a payfac boils down to its top business priorities.

The ability to set alerts for specific categories of purchases offers customization as well as fraud prevention. Transaction categorization is a mainstay of neobank features, and being able to set alerts for specific transactions in real time is a natural extension of this capability.

If marketers say yes to that option (which many, but not all, do), they should at minimum use the asset customization tool to adjust their creative’s aspect ratio, video length, or other characteristics so it looks better within Stories. But ideally, the best practice is to develop bespoke assets for Stories.

The company confirmed to Bloomberg in early February that subscriptions were one of a range of paid features it was exploring, in addition to paying creators for exclusive content (“tipping”), profile customizations, and an “undo send” option for direct messages, among others.

Though in-app customization is the least demanded feature in the Account Management category, a not-insignificant 25% of respondents call it “extremely valuable,” and over half (56%) of FIs support it. Account management features could be key to pulling in respondents willing to leave their bank for better mobile offerings.

Both perceived customer demand as well as internal demands for accountability and measurability are driving personalization efforts. This report explores how marketers are using data to optimize omnichannel experiences for consumers, and what consumers think of these personalization efforts.

Creating one-to-one assets for every target isn’t scalable or repeatable, but her team has homed in on a “sweet spot of customization beyond dynamic fields such as [account name] that gives the impression of a one-to-one story but is told on a slightly larger scale.”