Identifying Customer Values of B2C-Fintech Services in the Area of Personal Financial Management

Banksfacethechallengeofprovidingvaluethatconsumersarecom- fortable paying for. Although customer value is essential for fintech services, the scant research exclusively focuses on the technological advantages. This paper applies the Value-Focused-Thinking approach to identify which values fintech services regarding personal financial management (PFM) can create for customers. Through 24 qualitative interviews, we identify 14 fundamental objectives and 15 means objectives, which represent the potential customer values of PFM services (PFMS). The relationships of the identified objectives are illustrated in a Means- Objective-Network. We prioritized the identified values through a quantitative online survey with 167 potential customers. The results provide insights into the characteristics that PFMSs should have to achieve the highest possible value for customers. Customers see PFMS as valuable if they deem the service trustworthy and give them control over their finances. This paper provides an early exploratory research contribution about the customer values of PFMSs.