Beyond the wallet: How payments banks have quietly re-invented themselves

Core Insights - Payments banks in India accept deposits but cannot lend, instead investing customer deposits in government securities to generate modest interest and occasional gains [1] - They earn fees and commissions from various activities including digital payments, remittances, and micro-ATM transactions, contributing to their revenue model [2] Industry Overview - There are six payments banks in India, collectively holding only 0.1% of total bank deposits, yet they have managed to survive and serve over 250 million customers, primarily in rural and semi-urban areas [3] - Payments banks were established to enhance financial inclusion, utilizing the Jan Dhan-Aadhar-Mobile (JAM) framework to create a "phygital" model that combines digital banking with physical customer touchpoints [6] Customer Engagement - Payments banks have successfully improved financial inclusion by leveraging trusted local brands and agents, particularly reaching women customers who prefer familiar local representatives [7][19] - They provide accessible financial services through neighborhood customer service points, making banking less intimidating for first-time users [8] Brand Trust and Recognition - High customer acceptance is attributed to the backing of well-known brands like Airtel and Jio, which are among India's top valuable brands [9] - Payments banks have seen rising transaction volumes, comparable to large traditional banks, despite their relatively short existence [10] Business Model and Growth - Payments banks face regulatory limitations, such as a cap on deposits and restrictions on offering fixed deposits, yet they have adapted by focusing on their strengths to acquire customers [13] - Airtel has dominated the National Common Mobility Card market, while Fino and NSDL excel in micro-ATM and AePS segments, crucial for remote areas [14] Financial Products and Innovations - New product offerings, such as Jio Payments Bank's 'Savings Pro' account, attract customers by providing liquidity and returns, integrating them into a larger financial ecosystem [15] - Payments banks outperform other bank categories in terms of deposit value owned by women, with initiatives to support female customers and agents [18][19] Risk Mitigation and User Trust - Payments banks serve as a gateway for users hesitant about digital banking, with campaigns like Airtel's 'safe second account' promoting safer transaction practices [22] - They resonate particularly with elderly and less tech-savvy users, offering a low-risk entry point into digital finance that emphasizes familiarity and trust [23]