A few key strategies have driven Chime's rapid growth, and the startup plans to launch a credit card next year.
you’d like to do your banking on your smartphone. San Francisco-based Chime, which offers a debit card with no monthly or overdraft fees, has seen its revenue explode over the past year. In 2019, it will reach nearly $200 million, a fourfold increase over 2018, according to a person familiar with the matter. Now the company plans to expand into other products like credit cards and investment services in its quest to become a full-service digital bank.
Third, it has convinced more than one million people to sign up for direct deposit, having their paychecks sent to their Chime debit account, a source says. Reaching a large customer base is critical for Chime, partly because it doesn’t target affluent users. Its average customer is between 25 and 35 years old and earns between $35,000 and $75,000 a year.
Chime plans to launch a new, free feature to help users boost their credit scores next year, says CEO Chris Britt, although he declined to provide details. He also plans to launch a credit card in the first half of 2020 and eventually move into personal loans. After that he’ll launch investment services, such as low-fee exchange-traded funds and retirement services, potentially in 2021. Britt is also considering installment loans, where people can finance purchases in periodic payments.
Two other important indicators of profitability are how much it costs Chime to acquire a new customer and how much each customer is worth over his or her lifetime. Traditional banks pay $750 to acquire new customers whose lifetime value is about $4,500, according to Dan Rosenbaum, a partner at management consulting firm Oliver Wyman.
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