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投资创企Acorns效仿Netflix采用订阅收费模式

国际资讯

投资创企Acorns效仿Netflix采用订阅收费模式

金融科技创企Acorns拥有一个移动应用程序平台,用户可以借此利用闲散资金进行投资。

本周一Acorns宣布,平台正在重组收费模式,未来将效仿Netflix订阅模式进行收费。

起初,Acorns每月征收1美元的服务费,并对资金超过5000美元的账户收取额外25基准点的费用。如今,该公司针对三级账户分别收取1、2、3美元的订阅费。二级账户为养老产品,三级账户仍在开发中尚未公布。

Acorns首席执行官Noah Kerner表示,新型定价结构更好地融合了该公司的核心定位,使其330余万用户投资更为简便。

Kerner说道:

"我们的核心产品战略在于使重大决策过程简便化。我们信奉透明与预测。其他消费品牌,如Netflix、ClassPass、Dollar Shave Club等均采用了此种模式,原因在于消费者希望实现无扰式购物。"

从商业角度看,简化产品可帮助吸引新客户。

Acorns能从竞争激烈的智能市场中脱引而出,部分原因在于其用户量大。然而,Acorns在管资产仅为8亿美元,与管理100多亿资产的Betterment与Wealthfront等竞争对手相比只是九牛一毛。当然,这与Acorns的用户群体有很大关系,因为该平台主要针对的还是缺乏经验与不太富裕的投资者。

分析公司BackEnd Benchmarking是机器顾问追踪报告《智能报告》(Robo Report)的撰写方,该公司的David Goldstone表示,在消费科技领域已成为常态的订阅式收费或可实现大面积普及。

Goldstone说道:"这种定价方式与顾客群相契合,订阅无处不在。"

在智能顾问领域,企业正在为占领市场份额不断作出改变。

比如,Wealthfront就新增了风险平价产品,在其产品组合中增加了积极管理元素,此举颇具争议。而Betterment则朝自主投资迈进了一大步,给予某些用户更多的自由,使其得以调整账户组合。除此之外,零佣金股票交易应用Robinhood也推出了名为Robinhood Gold的高级订阅服务,该服务可实现保证金交易。

Acorns is taking a page out of Netflix's playbook as part of an effort to scale its popular investment app.

The company, which is known for its app that allows users to invest their spare cash, is shaking up the way it charges its customers, scrapping its fee-based structure for a subscription-based one, the company told Business Insider on Monday.

Originally, the firm charged users $1 a month for using the service and then an additional 25 basis points for accounts over $5,000. Now, it will charge a $1, $2, and $3 subscription fee for three tiers of accounts. The second tier is a retirement product, whereas the third tier is an unannounced offering still under development.

Acorns chief executive Noah Kerner says the new pricing structure better aligns with its core-identity of making investing simpler for its more than 3.3 million users.

"Our core product strategy is to help make big decisions small," Kerner said. "We believe in transparency and predictability."

"Other consumer brands: Netflix, ClassPass, Dollar Shave Club have adopted this model because customers want to shop hassle-free," Kerner added.

From a business perspective, making the product simpler will help attract new clients, Kerner said.

Acorns has stood out among the crowded-field of robos in part because of its large userbase. Still, it only manages $800 million, which is a fraction of the more than $10 billion apiece managed by rivals such as Betterment and Wealthfront.

To be sure, the company admits it is targeting a different type of user: a less experienced and less affluent investor.

David Goldstone of BackEnd Benchmarking, the analytics firm behind the roboadviser tracker, the Robo Report, told Business Insider subscription-based pricing, which is commonplace in consumer tech, could spur broader adoption.

"This type of pricing resonates with these types of customers," Goldstone said. "Subscriptions are everywhere."

Across the robo-advice space, companies have been shaking things up to gain market share. Wealthfront notably added a controversial risk parity offering, which adds an active-management element to its suite of portfolios.

And Betterment took a big step towards do-it-yourself investing, allowing certain customers more freedom to adjust the makeup of their accounts.

Robinhood, the zero-commission stock trading app, also rolled-out a premium subscription service, Robinhood Gold, which allows margin trading.


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