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This is a great concept that I can see being applied as a marketing tool for University sports and Pro sports venues with re-usable drink cups with your team logo and the contactless payment chip embedded - you could set up self serve soda and beer machines....

I believe that in order for these platforms to be successful it needs to be intuitive to the user and not make them work too hard for the results offered by the tool. There has to be an integrated gamification aspect to the tool as well as a rewards program to help them want to spend the time interacting with it.  For example why not provide a tool that helps you save for vacation and as incentive the tool will provide the user with a percent match as they reach milestones and use preferred partners to help satisfy thier needs. Win Win...  Without the gamification and incentives you will only appeal to those people that enjoy using these types of tools like power Quicken users which will provide you with a user base that will plateau rather quickly. 

This provides a great use case for Financial Institutions to use their own branded top level domain or as nick points out the new .bank gTLD. NAB owns .NAB and has delegated the string according to ICANN. If they had switched the e-mail domain to .NAB instead of .com this may have been avoided.