More companies adopting interchange based sales pitch

This company has developed an interesting interchange based ROI story for banks. Here’s the pitch:

“Bill Pay Solution Enables Card Issuing Financial Institutions to Earn $150 Per Consumer Per Year in New Interchange Revenue”

(The company is Yodlee. Here's their press release <http://biz.yahoo.com/bw/080228/20080228005484.html?.v=1> .)

I find this interesting because it is so direct and in your face. Who wouldn’t want to earn more interchange revenue without doing much more than linking to this vendor’s service?

I wrote last year about an ad that Welcome did on protecting interchange <http://aneace.blogspot.com/2007/09/finally-ad-about-new-ways-to-protect.html> , and I mentioned that it was just a matter of time before other companies took a similar approach. I also expect that we will be seeing ads from companies taking the reverse angle, targeting merchants, processors and ISO's and showing how to cut costs by reducing interchange fees.