With more banking options available than ever before, winning customers and their deposits has become increasingly difficult. Differentiation is not only harder to achieve, it’s also more essential for banks and credit unions seeking growth. Yet for many institutions, finding a truly distinct value proposition can feel elusive.
This is where Wysh’s embedded life insurance product comes in. I spoke with Wysh CEO and Founder Alex Matjanec at FinovateFall last month about how his company helps banks differentiate their offerings by adding life insurance protection. The unique benefits help firms build loyalty, retention, and deeper customer relationships while also helping grow deposits.
“The main problem that we’re solving is that in America, there’s a massive underinsured gap where many Americans don’t have enough insurance. And the way they get it is actually going away, so they’re looking for new avenues to do so. On the other side, banks are looking to differentiate themselves by capturing new deposits to beat digital institutions… and we think layering in protection is the way to do so and we make it very easy to do that.”
Alex Matjanec is a serial entrepreneur with deep roots in fintech and digital product leadership. Before founding Wysh, he co-founded MyBankTracker.com, which has been called “the Expedia of banks,” and was involved in other startup ventures focused on financial tools and mobile apps. Under his leadership, Wysh has scaled from a small team to over 50 employees, expanding into dozens of US states, and forging partnerships with banks and fintechs to embed protection into deposit accounts.
Wysh was founded in 2021 to help banks increase deposits while adding value and improving customer retention. The company’s flagship solution, Life Benefit, allows banks, credit unions, and fintechs to embed micro life insurance directly into deposit accounts without requiring underwriting, opt-in steps, or extra bureaucracy.
Photo by Nita
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