What does it cost? Kid and teen banking apps approach fees in a few different ways. These are the most common fee structures:
- Free: Some apps include kid and teen banking features in the cost of maintaining an adult checking account. In this scenario, the financial institution is relying on the stickiness of the parental relationship as well as brand recognition to retain the child or teen.
- Freemium subscription: In this model, a parent opens an account with a neobank and then opts for a tiered, paid subscription plan. The parent can then add various child-related features to their experience and a teen or kid experience for an additional cost.
- Subscription: This structure charges a flat recurring fee for access to the app features.
Will it work? Kid and teen banking is a new market, and neobanks and incumbents are still figuring out how to attract these digitally minded young customers for life.
- Gen Alpha is experiencing the world in new ways (think TikTok, YouTube, and proto-metaverses like Roblox). The apps must find a way to promote financial literacy in a way that appeals to the way kids and teens interact with the world and absorb information, while also balancing the connection with the physical world.
- Teens and kids will age out of doing household chores, so the apps will need to learn how to cater to aging users to keep them as customers. One solution is to shift to more complex financial needs like planning for college or budgeting for an independent life.
Continue reading: To learn more about what we think is next for kid and teen banking, as well as our comparison of some of the players in the space, click here.
This article originally appeared in Insider Intelligence’s Banking Innovation Briefing—a daily recap of top stories reshaping the banking industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.