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Singapore’s digital banks dangle incentives to win new customers — is it sustainable?

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Singapore’s new digital retail banks are offering lower fees, more incentives and waiving minimum account balances to win over customers from traditional banks. But how viable is this in the long run?
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SINGAPORE — Digital retail banks in Singapore are pulling out all stops to win new customers.
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Trust Bank and GXS Bank — two online retail banks launched last year — are offering lower fees, more incentives and waiving minimum account balances to win over customers from traditional banks.

But how viable is this in the long run?

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“It is tremendous returns, but there’s no way that is sustainable. It has to be subsidized in some way,” Zennon Kapron, founder and director of research and consulting firm Kapronasia, told CNBC.

Unlike traditional banks — like DBS, OCBC and UOB — which operate physical branches and automated teller machines, digital banks operate entirely online.

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Singapore’s new digital banks

The city-state gave out four digital bank licenses in December 2020.

Two digital full bank licenses went to GrabSingtel‘s GXS Bank and Sea Group‘s MariBank which serve retail customers. The other two digital wholesale bank licenses were bagged by Ant Group’s ANEXT Bank and Green Link Digital Bank, catering to small-and-medium enterprises and other non-retail segments.

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GXS Bank currently offers its service to customers and employees by invite only, while MariBank is only available to employees of Sea Group.

Trust Bank, on the other hand, did not have to jump through the hoops to apply for a separate digital full bank license as it’s backed by banking giant Standard Chartered, which secured an additional full bank license to establish a subsidiary to operate a digital bank.

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A partnership between Standard Chartered and Singapore’s largest supermarket chain FairPrice Group, Trust Bank appears to be making some headway since its Sept. 1 launch.

It is useful for a short-term customer acquisition story but it will be a big challenge to keep these customers coming back.

Zennon Kapron

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director, Kapronasia

Trust Bank claims to have reached more than 450,000 customers and achieved 9% of banking market share in Singapore within five months, based on data shared with CNBC.

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New credit card customers receive vouchers worth 25 Singapore dollars ($18.80) to spend at FairPrice supermarkets, and can continue to accumulate reward points when they purchase groceries there. During their first month of launch, Trust gave out almost 60 tons of rice and over 11,000 breakfast sets – each worth more than S$2, according to the bank.

The bank wouldn’t divulge its customer retention rate nor profit margin to CNBC.

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“While it is common in the market today to offer high-ticket and big rewards which are either complex to understand or have a poor experience, Trust offers simple, easy to understand rewards which are always tangible, which help bring down the cost of living and importantly, are in real time,” Dwaipayan Sadhu, CEO of Trust Bank, told CNBC over email.

“It is useful for a short-term customer acquisition story but it will be a big challenge to keep these customers coming back,” Kapron from Kapronasia said.

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Trust Bank does not charge any annual fees or fees for foreign transaction, cash advance nor card replacement to credit card customers. It also does not require a minimum balance for its savings account, unlike traditional banks.

Its rival GXS Bank also does not require minimum balances for holders of savings accounts, currently the only product the bank is offering. GXS is a consortium between ride-hailing and food delivery giant Grab and Singapore’s largest telco provider Singtel.

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The company says it targets the “underserved segment” — which includes the gig economy workers, self-employed entrepreneurs and those new to the workforce.

The bank has removed certain fees, such as fall-below fees that are usually charged when the balance drops below the minimum daily average.

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The bank has “a low cost of acquisition and low cost to serve,” its CEO Charles Wong told CNBC.

“As a digital bank, we are unencumbered by the cost of maintaining a physical network such as branches or physical ATMs, resulting in cost savings on our overheads,” Wong explained.

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DBS Bank says it has a 'very good' overall profitability outlook for 2023

In addition, Grab and Singtel have a combined customer base of over 3 million and the bank is “leveraging on [the] two giants for retail customers.”

“We also don’t provide gifts for customers. When you sign up, you sign up because it’s relevant to you or you are a Grab or Singtel customer and it is going to make it easy for you to make payments,” said Wong.

“Yes, you get additional rewards as you spend which makes sense because you’re spending within the ecosystem.”

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GXS Bank, however, expects its bottom line to be largely driven by interest income, said Wong.

I think it’s going to be difficult for these banks to really have an impact, especially in the retail [banking] space on the Singapore market.

Zennon Kapron

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director, Kapronasia

A 2022 analysis by Simon-Kucher revealed that 25 of the largest neobanks, also commonly known as digital banks, found out that only two of them — less than 10% — have achieved profitability. It also showed a majority earning less than $30 in annual revenues per customer.

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Kapron said that traditional banks offering credit card products give out welcome gifts, like travel luggage or Apple watches, because they expect to be profitable after a certain period.

Those banks have already worked out how much they have to spend to gain a customer, and expect to recoup the costs when the customer starts missing payments or incurring interest, he explained.

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Tough competition

I think the digital banks would have a higher rate of success if we were in a severely underbanked place like the Philippines.

“If you look at DBS Bank, it’s not like their digital offerings are [lousy],” said James Tan, managing partner of Quest Ventures, a VC company headquartered in Singapore.

Tan said he signed up for Trust Bank to see how different it will be to traditional banks. “I found no difference,” he told CNBC, adding that he eventually closed his Trust Bank account.

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“I think the digital banks would have a higher rate of success if we were in a severely underbanked place like the Philippines,” said Tan.

Digital banks in Singapore unlikely to affect traditional banks in the short term: Strategist

Kapron added that it is going to be difficult for these banks to have an impact, especially in the retail banking space in the Singapore market.

“The market is just over-banked and the differentiator of these new digital banks doesn’t really move the needle much in terms of what they are offering.”

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“Until that happens, you are having bags of rice, high promotional discounts or rewards, which are useful for acquiring customers but then, how do you keep them coming back?” asked Kapron.



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Lyft CEO and president to step down, former Amazon exec David Risher named as replacement

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Lyft corporate shake-up: Is this an opportunity to buy the stock?
Lyft‘s cofounders, CEO Logan Green and president John Zimmer, will soon step back from their day-to-day roles, the company announced on Monday.

David Risher, a former retail executive at Amazon, will be CEO of the ridesharing company beginning April 17, when Green will step aside to serve as chair of the board. Zimmer will transition out of his role on June 30 to serve as vice chair of the Lyft board. Lyft’s current chairman Sean Aggarwal will step down from his post but will remain on the board, the company said

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Lyft shares rose around 5% after hours on the news.

Green and Zimmer founded Lyft in 2012 and took the company public in 2019. Lyft shares have fallen more than 70% in the last year.

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“I am honored to step into the CEO role at such an important moment in the company’s history, and am prepared to take this business to new levels of success,” Risher said in a statement.

Confetti falls as Lyft CEO Logan Green (C) and President John Zimmer (LEFT C) ring the Nasdaq opening bell celebrating the company’s initial public offering (IPO) on March 29, 2019 in Los Angeles, California. The ride hailing app company’s shares were initially priced at $72.
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Risher joined Amazon in 1997 as its first vice president of product and store development. He was a top lieutenant of Amazon founder and executive chairman Jeff Bezos, and went on to serve as senior vice president of marketing and merchandising before exiting the company in 2002. Risher has been on Lyft’s board since 2021.

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— CNBC’s Annie Palmer, Laura Batchelor and Deirdre Bosa contributed to this report.



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Amazon seller consultant admits to bribing employees to help clients; will plead guilty

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An influential consultant for Amazon sellers admitted Monday to bribing employees of the e-commerce giant for information to help his clients boost sales and to get their suspended accounts reinstated.

Ephraim “Ed” Rosenberg wrote in a LinkedIn post that he will plead guilty in federal court to a criminal charge, stemming from a 2020 indictment that charged six people with conspiring to give sellers an unfair competitive advantage on Amazon’s third-party marketplace. Four of the defendants have already pleaded guilty, including one former Amazon employee who was sentenced last year to 10 months in prison.

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Rosenberg, who’s based in Brooklyn, is a well-known figure in the world of Amazon third-party sellers. He runs a consultancy business that advises entrepreneurs on how to sell products on the online marketplace, and navigate unforeseen issues with their Amazon account. Rosenberg’s Facebook group for sellers, ASGTG, has over 68,000 members, and he hosts a popular conference for sellers each year.

“For a time, some years ago, I began to obtain and use Amazon’s internal annotations — Amazon’s private property — to learn the reasons for sellers’ suspensions, in order to assist them in getting reinstated, if possible,” wrote Rosenberg, who is due to appear in U.S. District Court in Seattle on March 30, for a change of plea hearing, according to court records. “On some occasions, I paid bribes, directly and indirectly, to Amazon employees to obtain annotations and reinstate suspended accounts. These actions were against the law.”

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As recently as last month, in LinkedIn messages to CNBC, Rosenberg denied prosecutors’ allegations, calling the case a “conspiracy” and claiming he was framed. On Monday, Rosenberg said he “regrets” his involvement in the bribery scheme.

“In the course of this case, I have made some public statements about this prosecution and the indictment,” Rosenberg said. “Those statements are not accurate and I disavow those statements. This statement I am making now is accurate and truthful and I will continue to stand by it.”

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Since at least 2017, prosecutors allege Rosenberg and other consultants allegedly bribed Amazon employees to leak information about the company’s search and ranking algorithms and to share confidential data on their competition in the marketplace. In all, the individuals allegedly paid $100,000 worth of bribes to employees and reaped more than $100 million in competitive benefits, the DOJ said.

In 2018, Amazon fired four employees in India who were allegedly connected to the bribery scheme.

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Previously unsealed court documents said Rosenberg allegedly sent a “veiled threat” to an Amazon employee at the company’s Seattle headquarters as part of the bribery scheme, Bloomberg reported. The documents also detailed defendants’ elaborate efforts to dodge detection by authorities, including allegedly stuffing a llama-shaped ottoman with cash believed to be bribes, according to Bloomberg.

Rosenberg is part of what’s become a sizable industry in helping sellers navigate the complexities and chaos of the Amazon marketplace, where some 2 million sellers are responsible for more than half of the goods sold on the site. Amazon launched its online marketplace in 2000, allowing everyone from established brands to mom-and-pop shops to sell products.

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While the marketplace has helped Amazon haul in tens of billions of dollars in sales, it’s also become a notorious host to counterfeit, unsafe and expired goods. Behind the scenes, scammers have for years resorted to illicit tactics to squash competitors, artificially boost their listings or bypass Amazon’s marketplace rules.

Amazon has said it invests hundreds of millions of dollars per year to ensure products are safe and compliant. The providing of internal data to sellers by employees violates Amazon’s seller policies and code of conduct.

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Rosenberg said attempts to bribe Amazon employees are “wrong and criminal.”

“No one should pay bribes to Amazon employees to provide private Amazon information,” Rosenberg wrote on Monday. “If it is apparent that internal information has been illegally leaked, no one should use it. Nor should anyone pay any Amazon employees for any other special favors regarding a seller’s account.”

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An attorney for Rosenberg declined to comment.

An Amazon spokesperson told CNBC in a statement that it has systems in place to detect suspicious behavior and teams that work to stop prohibited activity on the marketplace.

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“Amazon is grateful to have worked with federal authorities in their thorough pursuit of this case,” the spokesperson said. “There is no place for fraud at Amazon, and we will continue to hold bad actors accountable.”

WATCH: Amazon Marketplace failed in China. Here’s why

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Binance and founder Changpeng Zhao violated compliance rules to attract U.S. users, CFTC alleges

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The Commodity Futures and Trading Commission filed a complaint against crypto exchange Binance, its co-founder, Changpeng Zhao, and its former chief compliance officer, Samuel Lim, alleging that Binance actively solicited U.S. users and subverted the exchanges own “ineffective compliance program,” according to a filing in Illinois federal court Monday.

The filing has the potential to upend the exchange’s operations and is potentially just the first salvo in a regulatory crackdown on the world’s largest crypto exchange. Beyond disgorgement and any monetary costs, the CFTC filing asked the court to impose further relief, including trading and registration bans.

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The regulator alleged that Binance, Zhao, and Lim violated eight core provisions of the Commodity Exchange Act, including laws that require controls “designed to prevent and detect money laundering and terrorism financing.”

Just days prior to the CFTC filing, CNBC reported on how Binance employees worked to subvert the exchange’s compliance controls in China, using some of the same techniques that the CFTC alleges Binance to solicit U.S. users.

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Zhao and Lim allegedly “actively cultivated lucrative and commercially important ‘VIP’ customers, including institutional customers, located in the United States,” the complaint said.

“Today’s enforcement action demonstrates that there is no location, or claimed lack of location, that will prevent the CFTC from protecting American investors. I have been clear that the CFTC will continue to use all of its authority to find and stop misconduct in the volatile and risky digital asset market,” CFTC chair Rostin Benham said in a statement.

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Binance and Zhao took steps to purposefully obscure where the exchange’s subsidiaries were located, the regulator said. This was part of a larger strategy that Zhao said was an effort to “keep countries clean,” the regulator alleged in the filing.

A key part of Binance’s alleged effort to generate fees and solicit U.S. users was the exchange’s VIP program, for high net worth individuals, the CFTC filing said.

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“Binance is aware of its VIPs’ identities and geographic locations because Binance monitors its sources of transaction volume and fee-based revenue as a matter of course in conducting its operations,” the CFTC complaint alleges.

Binance’s VIPs were offered special privileges when law enforcement agencies pursued them or froze their assets, the CFTC alleged, claiming Binance gave VIPs a heads up or suggested they take their assets off the platform.

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“Do not directly tell the user to run,” Binance instructed its VIP team, the filing alleged. “If the user is a big trader, or a smart one, he/she will get the hint.”

CNBC previously reported on how Binance’s customer service and VIP representatives counseled users in mainland China on how to evade Binance’s compliance systems. The use of virtual private networks and alternative non-state documents was advised by some volunteers and employees to mainland Chinese traders. The CFTC filing alleges that Binance engaged in similar activity for its U.S. users.

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“But as best we can we try to ask our users to use VPN or ask them to provide (if there are an entity) non-US documents. On the surface we cannot be seen to have US users but in reality we should get them through other creative means,” Lim told a Binance employee in 2020 according to the filing.

Lim allegedly advised against outright fraud but encouraged “creative means” to sidestep regulations. Binance “can encourage them to be a non kyc account,” Lim. KYC stands for know-your-customer, a set of principles that guide anti-money laundering programs for financial institutions and are a key part of fighting terrorist and illicit financing.

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“We have made significant investments over the past two years to ensure we do not have US users active on our platform,” a Binance spokesperson said in a statement, calling the complaint “unexpected and disappointing.”

Zhao’s attorney did not respond to a request for comment. But, Zhao posted a tweet that said “4” in an apparent response to the CFTC filing.

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The number four is a call to Binance’s devoted international userbase to dismiss negative publicity about the exchange as “fake news.”

“The best path forward is to protect our users and to collaborate with regulators to develop a clear, thoughtful regulatory regime,” the Binance statement continued.

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