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APlethoraofOnlineBankingOptionsNewfinancialmanagementandadvicetoolshelpWellsFargokeepitsonlinebankingappastepahead.JimSmithWellsFargoExecutivevicepresident-headofInternetServicesGroupLatestbreakthrough:SpecializedareasofWellsonlinebankingsiteprovidehelptocustomerswithspecificneeds.InJanuary2011,$1.3trillion-assetWellsFargolaunchedMyMoneyMap,aninteractivetoolthathelpscustomerstrackexpenses,followabudgetandgrowsavings.Itprovidesadashboardviewofthecustomer'spersonalfinancial-managementpicture,usingdatafromtheirWellsFargoaccounts,includingcreditcard,debitcard,checkingandsavingsaccounts,andbillpaypurchases.Barchartstrackmonthlyspendingbycategory,aswellascurrentsavingsandmonthlyspendingversusbudgetgoals."Forbanksinthepast,themodelwastoletcustomersdoself-serviceonindividualaccounts,"saysJimSmith,executivevicepresident-headoftheInternetServicesGroupfortheSanFrancisco-basedbank."MyMoneyMaphaschangedtheparadigmandfocusedmoreonallowingcustomerstomanagefinancesacrossaccountsinsteadofwithinindividualaccounts."Therearetoolstoautomaticallyhelpgenerateabudgetbasedonpaststatementactivity,andcustomerscansetalertslettingthemknowifthey'resignificantlymissingabudgetorsavingsgoal.Wellsauto-categorizestransactions,butalsoletscustomersmodifyandcreatetheirownspendingcategories.Thesefeaturesareavailableonthebank'sonlinebankingsites,whichcanbeaccessedontabletsaswellasPCs,butnotonsmartphones."Earlyon,whenwetalkedaboutthingslikebudgetingandplanning,wedidn'tthinkcustomerswouldbeinterestedindoingthatonamobiledevice,"Smithsays."That'ssomethingwecontinuetomonitorandifthere'sdemandandinterestfromcustomersonthemobileplatform,that'seasyforustodo.Fromatabletperspective,wefindthatmostofouriPadusersareusingthefullsiteanyway."AWellsFargoAssistportionoftheonlinebankingsitehelpscustomerswhoarefacingfinancialhardshiporpaymentchallenges."Wefindthattherearealotofcustomersforwhomacreditcardbillmighthaveslippedtheirmind,"Smithsays."Byintegratingareminderofthatrightintoonlinebanking,thathashelpedcus
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