This case study explores Wonga's provision of online, flexible, short-term loans. These automated loans are convenient to the consumer and they offer transparency for those needing to borrow money over a short period of time.
Description
INTRODUCTION
By voicing a commitment to responsible lending and with openness around its charges and policies, Wonga has developed a well-known and trusted brand in the UK payday lending market since its launch in 2007. The company has successfully identified a market segment that was underserved by traditional lenders and has designed a flexible yet simple service to meet consumer needs.
FEATURES AND BENEFITS
Boost customer acquisition by understanding the consumer expectation for their personal and unique needs to be met by FS products and services.
Improve consumer perceptions of a brand by recognizing the need to design transparent and straightforward products and services.
Capitalize on the consumer demand for convenience and transparency by understanding how to meet these needs.
Innovate effectively by gaining insight into how to target a specific consumer segment successfully.
HIGHLIGHTS
The value of the UK payday lending market has increased significantly in recent years. In part this growth has been driven by payday lenders identifying and serving a viable market segment. This includes the increasing number of consumers who are no longer willing or able to borrow from banks and other established lenders.
Consumers increasingly expect financial services providers to deliver simple and transparent products and services. Trust plays an important role in developing long-term relationships between consumers and companies. Firms offering uncomplicated products and services in a transparent manner are likely to enjoy commercial success.
Consumers feel that there are numerous demands, both personal and business, on their time and as a result are looking for products and services which offer convenience. Wonga's automated lending process meets this need and has enabled the lender to justify imposing higher fees on its loans in comparison to conventional lenders.
YOUR KEY QUESTIONS ANSWERED
Why do consumers consider simplicity and transparency to be vital in FS products and services?
How can a new entrant build a well-known and trusted brand?
Why are consumers prepared to pay a premium for factors such as convenience?
How can FS providers stand out in a crowded marketplace?
Table of Contents
TOC
OVERVIEW
Catalyst
Summary
ANALYSIS
Wonga facilitates emergency borrowing with a transparent and open approach to lending
Key issues covered in this case study include:
Wonga empowers consumers by enabling them to tailor the amount and duration of a loan
Wonga's short-term loans serve a market segment excluded from traditional borrowing sources
Wonga aims to differentiate itself from other payday lenders with its commitment to lending responsibly
Wonga is involved in an initiative to provide interest-free loans to people in developing countries
By setting out the total repayable amount at the start of all applications, Wonga demonstrates a transparent approach to lending
The speed of Wonga's cash transfers make it a very convenient lender
The total value of the UK payday lending market has increased significantly in recent years
Wonga has criticized the finance industry as a whole and has committed to the principles it says enable it to bring a fresh approach to the market
Wonga offers further convenience via its pay my bills facility
The innovative approach adopted by Wonga and its staff has been formally recognized
Wonga may increase the "trust rating" of responsible customers and lend them larger amounts of cash
Wonga runs extensive advertising campaigns to build and sustain its brand
Wonga also has a significant online presence, making use of both YouTube and Facebook
Wonga's loans draw heavily on the Convenience and Individualism Megatrends
An automated lending process increases convenience
Wonga is empowering its customers by putting them in control of their financial arrangements
Consumers are coming to expect transparency from all of the companies that they deal with
Removing complexity and focusing on simplicity engenders trust from consumers
Financial services providers should recognize the demand among customers for transparency and simplicity
The simplicity of Wonga's service is easy to overlook but has played a crucial role in its success
Consumers may be willing to pay a premium for convenience and good service
Building a brand is essential to the success of new entrants across all financial services industries
Wonga has differentiated itself from other providers by being vocal on its commitment to lend responsibly
Ultimately, Wonga has achieved success by targeting its service at a particular market segment
APPENDIX
Definitions
The Datamonitor Financial Services Consumer Insight Megatrend Framework
Authenticity
Comfort
Connectivity
Convenience
Individualism
Wellbeing
Demographic Complexity
Financial Intelligence Complexity
Lifestage Complexity
Wealth Complexity
Methodology
Secondary sources
Further reading
Ask the analyst
Disclaimer
FIGURES
Figure: Wonga enables customers to set the exact terms of their loans
Figure: The pay my bills service offers further convenience to time-pressed consumers
Figure: As part of its commitment to responsible lending Wonga carries out credit checks, something not all of the companies operating in this market have in place
Figure: Blackpool is one of the football teams Wonga has a shirt sponsorship deal in place with for the 2011-12 season
Figure: Wonga's Easter Egg Hunt was recently launched on Facebook
Figure: Wonga draws upon its empowerment of consumers in its advertisements
Wonga Case Study: Making short-term loans transparent and convenient published by Datamonitor in April 30, 2012. This report consists of Pages: 19 and the price starts from US $ 1295.
