"By using this free digital tool that costs us very little in variable COGS we obtain data about you which is useful to us in cross-selling other financial services to you. Each time you add a different service to our bundles the risk that you will churn is substantially lower."
My interpretation of what Jim Barksdale famously said during the Netscape IPO was that unbundling can be a cost-effective way for a business to build a customer base that can eventually be used as a fulcrum for re-bundling other higher margin services. https://www.google.com/amp/s/25iq.com/2018/03/31/friar-tuck-financial-services-a-classic-unbundle-re-bundle-strategy/amp/ …
The cycle of rebundling seems to be picking up speed as business focus more on generating cash flow than the customer leads that result from unbundling.
Can you think of some financial services businesses that are picking up the pace on cross selling other products?
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