LEAN

LEAN Vision Statement

LEAN

HEY BANKS, WHAT'S UP WITH YOUR CUSTOMERS?

The idea for LEAN was born out of the troubled relationship between banks and their customers.

We've looked at why people are frustrated at best - and ignorant at worst and we're coming up with a proposal.

LEANINTRO

LEAN

THE POWER OF EMPOWERINGWe believe in the smartness of the customer.

Given the right context and technology they'll regain control and confidence in handling their finances in a sustainable and self-determined way.

LEANINTRO

LEANINTRO

Our mission statement

"LEAN is an effortless and engaging wayfor growing confidence in handling

financial health, -wealth and -happiness."

LEANOPPORTUNITIES

Setting the Scene:Windows of Opportunity

LEAN

MIND THE GAPSince traditional banking services are only relevant to customers on a hand

full of occasions, the customer relationship can at best be called patchy.

There lies a grand opportunity to bridge between these patches and provide true value across the entire lifetime of a customer.

LEANOPPORTUNITIES

LEAN

Traditional business models, ridged structures and regulation on banks are limiting their innovation potential.

A rapidly growing marketplace which is free of these constraints is providing people with financial services with superior customer experience and value.

HELLO! IS IT ME YOU'RE LOOKING FOR?

LEANOPPORTUNITIES

Customers have dramatically expanded their financial decision making framework - way beyond what banks

are offering today.

LEAN

THE WHOLE IS MORE THAN THE SUM OF ITS PARTS

As customers move towards either no- or multiple financial relationships, they are challenged to keep oversight and develop a perspective.

We believe in one centre of gravity for financial decision-making, that works as one holistic experience and that plays along with others.

LEANOPPORTUNITIES

LEAN

REDUCTION CLARIFIESTechnology has enriched our lives,

yet at the same time we've become uncomfortably "full".

Simplicity is about subtracting the obvious, and adding the meaningful and the beautiful.

LEANOPPORTUNITIES

LEAN

WE START, WHERE BANKS STOP

The products, services and the customer engagement that LEAN brings to the market is an extension of what banks are offering today.

As such we are striving towards bringing together traditional banking services with the next generation of financial services.

LEANOPPORTUNITIES

LEANPRODUCT

The Product Model

LEAN

We're creating a frontend that ties in customers' existing bank relationship and thoughtfully extends

it with meaning and value.

LEANPRODUCT

LEANPROPOSITION

The Proposition

LEAN

Are you ready to LEAN back?

Ready to run Freedom of choice Always there

LEAN connects to your existing bank account. Customers will be up

and running within a minute.

You may want to choose to open a savings account that takes

advantage of the great features that LEAN is offering.

Alternatively you can continue using an existing savings account.

LEAN is available for all devices and screen sizes and it adapts to your context whether you're at

home or on the go.

PROPOSITION

LEAN

What customers truly value

Being competent Peace of mind Adapting to changes

Feeling in control is our central theme through all aspects of

finances: when handling money on a daily basis, while saving or

planning future events in life.

Peace of mind is not only a value that relates to a long term

perspective, but also to trusting the product to avoid bad decision-

making

As customers progress through life their set of needs and expectations change dramatically. Adapting to

these changes and removing uncertainty creates very sticky

customer relationships.

PROPOSITION

LEAN

Superior usability Contextual content Clarity over the complex

Quick money transfers, checking this months' leisure expenses or

saving for the next big toy has never been so simple and cool.

Sleek features & tools are only the one side of empowering customers;

engaging them with answers and inspiration to real-world questions

is part of our holistic approach.

We're hiding complexity and elevating what is meaningful. The view on spending habits, leakages

and saving progress is opening up a whole new perspective.

The soft skills of personal finance

PROPOSITION

LEANFirst 'social', then 'media':

First we look at the customers' social life, then we look at how social media ties in

Accounts for partners, friends, family

Send and receive via mail, FB, ...

Crowd-sourced smartness built-in

Banked accounts are often held in a grouped constellation. Whether it's a partner account that helps develop a

joint financial perspective or a teenage account under parental stewardship -

this is where 'social' starts for us.

Linking LEAN to the customers' existing communication channels such as email/FB messaging etc. is

the first step to lowering barriers to tie in a customers social ecosystem

without compromising privacy.

LEAN is using the 'crowds' intelligence to refine the spending

analysis and offer peer comparisons is only the beginning of taking

advantage of the crowds smartness.

PROPOSITION

LEAN

"An apple a day, keeps the doctor away."Towards a sustainable financial lifestyle

Power is nothing without control

Drive towards saving The big picture

The simplified approach to spending budgets emphasises the aspect of conscious, active control

over analytical complexity.

We're turning saving from being passive and spontaneous into an

engaging, yet still effort-less activity by 'objectifying' a saving

ambition and motivating the customer to keep going.

Where it all comes together: 1. the control over daily finances,2. the development of a savings routine3. and finally planning of what lies ahead

in the planning module that allows to simulate the big events in life and their financial impact

PROPOSITION

LEAN

Revenue beyond selling loans and investments

Referral models Partnerships Consultancy

We will partner with financial institutions that will be able to

offer the setup of new accounts via LEAN. Further info tba.

For several embedded financial services we will partner with

service providers on a revenue-share basis. Further info tba.

LEAN offers an embedded communication channel that may be linked to financial advisory services.

Further info tba.

PROPOSITION

LEAN

Meet the people that will be using LEAN

PEOPLE

LEAN

Tech & Biz NerdsAdoption curve

Innovators

Characterisation

Feature centricFinance management as a sportEfficiency in financial processes

LEAN will help them...• detect, categorise and monitor individual expenses

• understand their current and future net value

• automise the transfer of funds to more lucrative deposits

• create budgets and saving goals on the fly to further rationalise monetary flow

• identify saving potential by opting into expense comparison

PEOPLE

LEAN

Young ProfessionalsAdoption curve

Early Adopter

Characterisation

Excitement over first incomeLearning ones' spending potentialGadgetry appeal

LEAN will help them...• anticipate the monthly expense dynamics with the Safe Cash function

• easily setup new saving accounts

• plan changes in lifestyle with the planning module

PEOPLE

LEAN

Fledging TeensAdoption curve

Early Majority

Characterisation

Maturing financial competenceUnder loosening adolescent stewardship Beginning mobilityWhat is hip?

LEAN will help them...• keep a financial balance under parental supervision

• learn the concept and effects of saving as well as the longterm value of money

• handle and monitor money while on the go

• show their parents how they are financially maturing in order to successively qualify for more independence

.

PEOPLE

LEAN

SustainersAdoption curve

Early Majority

Characterisation

Moral & sustainable view on life Counter irresponsible capitalismPursuit of moral values trumps cost

LEAN will help them...• pursue a longterm approach to financial planning

• select and setup an ethically responsible banking account.

• evaluate costs of lifestyle, both: as investment for good living as well as identifying unnecessary spending

PEOPLE

LEAN

Micro BusinessAdoption curve

Early Majority

Characterisation

Financial overview and orderRequires multi-account managementRecipient management

LEAN will help them...• search for expenses & invoices in the account history and create instant views

of reoccurring balances

• create sub-accounts or integrate existing accounts in order to separate private- from business finances.

• analyse his/her business performance by tagging expense types over time

• setup and maintain his/her financial client relationship as well as an individual transaction history per client

• file invoices with transactions for further financial processing

• APIs & Import/Export to tie in further financial/accounting services

PEOPLE

LEAN

CouplesAdoption curve

Early Majority

Characterisation

Spending harmonisationCommon goalsSetting the future

LEAN will help them...• to smartly handle individual finances within a common budget

• plan a joint future by projecting spending goals or events on to a financial timeline

• visualise expenses to consent spending behaviour

PEOPLE

LEAN

ParentsAdoption curve

Late Majority

Characterisation

OverviewExpense rationalisationCaptainship & elevation of mother-role

LEAN will help them...• to rationalise family spending by using the effort-less categorisation &

budgeting features.

• maintain an address book for various money transfers that come along with running a household & family.

• to easily oversee re-occurring expenses in order to intervene or adjust in time.

• continuously put money on the side for larger expenses by using the auto-saving feature

PEOPLE

LEAN

Field Research

Expert Interviews

Competitor Analysis

Trends

1 qualitative study12 participants

60 contextual questions700 minutes of recording

Business, tech, regulatory opportunities & barriers

PFMTsBanks

Emerging financial servicesPayment

USPsEnablersEcosystemsPartnerships

relevant

BankerBlogger

CEOs & CTOsProfessorsInvestors

95 core messages Key use-cases & behaviours

Merchants

Affiliate marketeers

Price comp.

MO's ING DiBa

Reward programs

fidor bank

EthikBankNIBCPSD Bank

Targo Bank

Sparkasse

Dwolla PayPal

Google WalletMintPersonal Capital

Simple

PayBack

FinanzblickCortalConsors eToro Square

Kontoblick

moneyou

Sustained lifestylesOccupy movements Emerging marketsFinancial fragmentationNew forms of banksAggregationDebt crisisIncreasing financial illiteracy

PROCESS

How did we get here?

Design & Prototype

Expert Interviews

Tech. feasibility

Marketing framework

Discovery Design

Business planning

LEAN

Thanks!

contact@leanbank.com

PEOPLE