Who are they fooling? It’s not you is it?
Added on 6/02/2009 13:00
Update 20/02/2009:
There has been quite some reaction to this blog post - both on the blog and in the media. So I have updated the last few paragraphs with new research that we conducted, which I think reinforces my views. If you agree or disagree, please voice your opinion because I think it’s worthy of debate.
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The old adage goes, if it looks too good to be true then it probably is and how true this is when you see the tricks that some banks get up to in marketing savings accounts. In particular, I’m referring to the addiction with promotional rates.
I’ve been quoted in the press recently arguing for more transparency in how these products are advertised. In fact, the
Australian Securities & Investments Commission (ASIC) has called on the banking industry to address the lack of transparency in the advertising of high yield online savings accounts. I fully endorse this view and RaboPlus will take a leading role here.
My personal view is that promotional rates are not in the long term interests of consumers. There is too much potential to mislead the consumer.
Here’s an example of the worst kind and I won’t name the guilty party:
A bonus rate is payable for new customers only, so if you’re an existing customer, tough. They’ve got you and hope that inertia will keep you with them.
The bonus rate expires in on April 1st (April Fools’ Day …how apt).
Another sting in the tail – you only get the bonus rate if you open an eligible linked account with the bank. So you’ll probably be hit with transaction fees then. But if you don’t want to open a linked account with them and choose to link the account to a different bank, you lose part of the bonus rate.
Still following all of this?
In the advertisement I saw for this account it didn’t state anywhere, not even in the ten lines of small print, what the ongoing standard variable rate actually is!
How on earth can this be a good deal for the consumer and shouldn’t something be done to enforce stricter standards of advertising?
RaboPlus has run promotional campaigns in the past and I’m glad to say with a lot more transparency than the real example above. But since I’ve taken over as General Manager in October 2008, I've seen reviews of how other banks are marketing their savings products and I can only conclude that RaboPlus would serve its customers better by offering consistently high rates over the long term.
In practice this means that we will always strive to offer competitive rates but won’t be the absolute highest in the market all of the time. But over the long term I’m convinced that our customers will be financially better off and won’t be hoodwinked by the smoke and mirrors of promotional rates.
I also plan to address the issue with comparison sites such as Canstar, Rate City, Infochoice and Mozo. These sites can be quite influential in helping people decide on which financial product they will apply for and it’s vital that consumers get the full picture. Let’s face it, life’s busy enough without having to wade through pages of small print to look for the strings and catches.
Since writing this article in early February we ran a short online survey to see how people feel about promotional rates and how banks use them. All up 250 people were surveyed all across Australia. Here’s a snapshot of what they said:
97% think that promo rates are used just to lure customers into savings accounts
58% think the accounts come with a lot of hidden catches and respondents in older age groups were the most wary of them
25% in the 50-54 age group and 33% for those in the 60-64 category did not realise that a lower rate would be paid when the promo rate period ended.
Almost 40% opened an account purely because of the promo rate
Clearly more research is needed on the matter but these initial findings suggest that something needs to be done to address this appalling lack of transparency.
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