Will 2018 be the year of social media banking?

While social media companies are often dragged over the coals as a result of how they handle their platform content, their responsibility to protect vulnerable individuals or how they contribute to the countries they operate in through taxes, there doesn’t seem to be much commentary yet on their suitability as competitors to traditional banking, despite recent developments.

Regulatory changes, coming into effect soon, could change all of that as tech giants will be able to access customers’ bank account data on top of existing consumer data.

The combination of the European Commission’s Second Payment Services Directive (PSD2), the Competition and Market Authority’s open banking changes and the Treasury’s Open Data initiative have meant that APIs for third party access to the UK’s nine biggest banks will allow (with your consent) for a number of organisations to initiate payment on your behalf.

This may initially seem scary but this is normal practice in China where banks have conceded payment revenue to the likes of Tencent’s WeChat and Alibaba’s Alipay. Rather than going through your bank’s app to transfer money to friends or family, these transactions instead go through the same app that you’re using to have the conversation where you plan which restaurant to eat at.

Being able to instantly transfer money to people will become more convenient, but first, social media platforms will need to assure their users that not just their data, but also their money will be kept safe.

Latest Posts

£38m pipeline in 12 weeks. That was the outcome of a programme for a large tech B2B brand built on a fairly unfashionable idea. Instead of filling social and event content with the messages the brand most wanted to push, we built it around the questions buyers were genuinely trying…
Read More
Whether it’s for consumer products or B2B lead driving, Reddit has found its footing as a key platform for reaching audiences far and wide. And the best part is – it’s cheap to advertise on. 121m daily active users in Q4 of 2025 (up 19% on the year before) means…
Read More
When your social is too polished to trust AI is helping marketers move faster. Fair enough. The bigger issue is that it can make weak strategy look polished enough to slip through unchallenged. AI is now embedded in the day job. GWI says 84% of advertisers and marketers in the…
Read More