On June 18, the Nickel neobank launched its campaign to combat banking deserts. The BNP Paribas subsidiary is committed to contacting tobacconists in areas affected by the closure of banking services.
In a report published on July 23, 2019, the Banque de France assures that the French have "very good accessibility" to cash dispensers (ATMs). However, there are major disparities between regions. After the senators adopted a bill last autumn to combat this phenomenon, but which failed to win over the government, it's now the turn of the Nickel account to try its luck.
A campaign aimed at customers, citizens and local councillors
At a time when shops are closing down one by one in country villages, Nickel has announced its intention to combat banking desertification. The mobile bank is gathering feedback from customers, citizens and local councillors via an online form available since June 18. Their responses will be used to identify the towns and villages most in need of banking services (ATMs, bank branches, etc.). Individuals are invited to indicate their name, e-mail address and whether they already have a Nickel account.
The Nickel account offers a more comprehensive range of services than ATMs. Indeed, customers can withdraw or deposit money at a partner tobacconist's. According to Marie Degrand-Guillaud, Nickel's Deputy Managing Director, Nickel's advanced accessibility policy should counteract the trend towards desertification. Among the steps taken, she points out that the company's distribution points have almost doubled this year in Corsica, and all inhabitants of the French overseas territories (Guadeloupe, Martinique, Guyana and La Réunion) now have access to this service.
Nickel targets the most vulnerable and isolated customers
Unlike other banks, which are more focused on securing the loyalty of more affluent customers, Nickel is keen to demonstrate its commitment to the most vulnerable and isolated members of society. More than half of the neobank's customers earn less than 1,000 euros a month.
Created in 2014 and aware of the lack of banking services in the most remote areas of France, the BNP Paribas subsidiary has grown rapidly becoming the 3rd largest distribution network in France. 60% of customers have made it their main account.
The bankless account aims to reach 2 million customers by 2020. To achieve this, it is also banking on the introduction of contactless payment on its bank cards. Starting in September, customers will receive a new card equipped with this new service, free of charge. Nickel was the only bank not to offer this option to users. The bank is also meeting MasterCard's obligation to provide NFC cards.
More than 1.3 million Nickel accounts have been opened since its creation. The neobank seems well on the way to achieving its objectives.