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Ketharaman Swaminathan

Founder and CEO
GTM360 Marketing Solutions
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17 Apr 2009
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Followed by John Sims, Martha Boyle and 5 others you follow
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Ketharaman's comments

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The era of Personal Finance Management or “PFM” is over!

Ever since ChatGPT was launched 2+ years ago, I've been craving for one of my three banks to implement a genAI system that would let me ask a question like "What was the last payment I made to my CA?", scour my transaction history, and give me an instant answer. Not one of them has done it. 

For reasons I gave in my comment at https://www.finextra.com/blogposting/28415/can-banks-improve-experiences-with-genai, I doubt if many banks will implement genAI / Agentic AI at scale for customer-facing use cases (although many of them have done so for internal ones). 

22 May 2025 11:42 Read comment

A third of Australian consumers turning to AI to shop

Curious to know why the results of a poll conducted aross 28 countries talk about only one country?

20 May 2025 12:47 Read comment

Monzo launches tool that allows customers to undo payments

Oh c'mon, retailer can at best "not lose" in a chargeback, there's no way a retailer can "gain" from it. Whereas a payor can "gain" or at worst "not gain" from chargeback. No amount of hoops to jump for completing the chargeback process can change that basic point. If you want another fundamental point, it's that credit card is designed to a revocable MOP whether an A2A is designed to be irrevocable MOP. Therefore, at the highest level, it's self-evident that credit card is pro-Payor and A2A is pro-Merchant. 

Now that was only at scheme-level. 

There's nothing stopping other nodes on the A2A network from offering some kind of recourse for wrong payment. And some of them do. In the case of A2A UPI in India, there are nearly 50 PSPs like Walmart PhonePe, PayTM, CREDpay, et al, some of them do offer some sorta chargeback for bad UPI transactions. 

19 May 2025 10:13 Read comment

Monzo launches tool that allows customers to undo payments

Wild guess: Any payor who uses this feature or opts out of using this feature - basically every payor - and loses money by either paying the wrong payee or the wrong amount will automatically forfeit their right to compensation per PSR APP Scam Reimbursement rule. Banks shouldn't have allowed this Drunk Under Lamp Post rule to have come into existence in the first place. Having failed there, they will try to scuttle it in any way possible as the next best option. Monzo is just the first. 

17 May 2025 12:35 Read comment

An Open Letter to Incumbent Banks

CFPB Reg 1033 (Open Banking of USA) has been reopened by the Trump Admin and is likely to be scrapped. Hope banks in EU also get PSD2 / EU Open Banking regulations scrapped. Data is not only the new oil but an important moat for AI. Amazon, Facebook, LinkedIn and other consumer internet companies are not compelled to share their data with third parties. Neither should banks. 

15 May 2025 12:01 Read comment

Cash keeps place in American wallets

Anecdotally, I've rarely seen Americans using debit card at POS (or even talking about it in day-to-day interactions). But tons of analyst reports over the past 5-10 years have been claiming that debit card has high usage in USA (30% in the case of this report). Then I recently came across this FED report, which makes no mention of debit card and says "Credit cards... accounts for 70 percent of retail spending.".  

Wonder when we're going to see the end of this credit card v. debit card confusion in retail payments in USA.    

15 May 2025 11:48 Read comment

Monzo launches tool that allows customers to undo payments

TIL sending a wrong amount is such a common issue in A2A payments like FPS. It can be minimized - if not eliminated altogether - if only the payment screen displayed the amount in words as soon as the payor enters it (in figures). Seems like such a simple feature but I've come across it in the netbanking of only one bank out of 10+ banks I've banked with.

15 May 2025 11:33 Read comment

Monzo launches tool that allows customers to undo payments

@Shane OHara Engineer: Actually no, you're missing the point! As I wrote in Why Don’t UPI / Zelle Provide Fraud Protection?, credit card solves for payor whereas A2A solves for merchant, never the twain shalt meet!! IOW, revocability / chargeback is a feature in credit card but bug in A2A. 

15 May 2025 11:23 Read comment

Banks Are Asking the Wrong Questions About Core Modernization

Your questions for banks are the wrong questions. Sorry to say but you've been completely misled by banks' Kool-Aid drinking about customer-centricity of their products, services and experiences.

When rubber hits the road aka tech purchases are sanctioned, banks ask only these questions: (1) How do I increase revenues? (2) How do I make more profits? (3) How do I ensure that I don't appear on the 6 o'clock news? CX is not even a Top 3 JTBD of a vast majority of banks, no matter how they spin their technology investments to their customers. Things like which database, where is the data stored, etc. are very much pertinent to these questions, even if they're uncomfortable to many fintechs. 

Fintechs have been threatening that banks will become dinosaurs for 10+ years. Still Top 6 banks in USA made a trillion dollar in profits in the last decade whereas fintechs probably didn't even get a trillion pageviews for their websites and apps during this period. 

The stellar performance of banks suggests that they bought the kind of technology that answered their questions instead of your questions. 

14 May 2025 13:54 Read comment

Can banks improve experiences with GenAI?

Even traditional chatbots are good enough for onboarding e.g. set transaction limits on credit card. However, out of the three banks whose credit card I have, only one of them has chatbots to support this use case, despite the fact that this technology has been around for nearly 10 years. 

Ever since ChatGPT was launched 2+ years ago, I've been craving for my banks to introduce a feature where I could ask a question like "What was the last payment I made to my CA?" in natural language and the system would scour my transaction history and give me an answer instantly - but not one of them has launched such a feature. 

I've come across almost all of your genAI use cases with ecommerce companies. Going by my experience with banks even with non genAI counterparts of these use cases, I doubt if many of them will implement genAI at scale. This is not because banks suck at implementing new technologies - quite the contrary. Banks have embraced technologies like algo trading that have exposed even limits with the speed of light. It's because banks implement new technology mostly to increase their revenue and / or reduce their cost, not so much to improve CX of customers which is what seems to be the goal of these genAI use cases. 

08 May 2025 13:23 Read comment

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Ketharaman writes about

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Ketharaman's opinion archive

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