アメリカン・エキスプレスがBodesWellと提携しファイナンシャルプランニング分野に進出

今回は「アメリカン・エキスプレスがBodesWellと提携しファイナンシャルプランニング分野に進出」についてご紹介します。

関連ワード （American Express等） についても参考にしながら、ぜひ本記事について議論していってくださいね。

本記事は、TechCrunch様で掲載されている内容を参考にしておりますので、より詳しく内容を知りたい方は、ページ下の元記事リンクより参照ください。

American Express（アメリカン・エキスプレス）は、BodesWell（ボーズウェル）という7人組のスタートアップの協力を得て、ファイナンシャル・プランナーとしての活動に乗り出すことになった。

この大手クレジットカード会社は先日「My Financial Plan（マイ・ファイナンシャル・プラン、MFP）」と名づけられた、初のセルフサービス型デジタル・ファイナンシャル・プランニング・ツールの試験運用を開始した。今回の6カ月間の試験運用は、7月11日よりアメックスのカード会員約2万5000人を対象に始まっている。

アメリカン・エキスプレスは2020年末に、投資部門のAmex Ventures（アメックス・ベンチャーズ）を通じ、ひそやかにBodesWellに出資した。それ以来、金融サービスの巨大企業は小さなスタートアップと手を組み、ユーザーのためのファイナンシャル・プランニング・ツールを開発してきた。この新製品は、ユーザーが自分の財務状況の全体像を把握し、住宅購入や引退といった人生における大きな目標の達成を支援するように設計されている。

TechCrunchは、新製品につながる投資と戦略を主導したAmex VenturesのJulia Huang（ジュリア・ホアン）氏と、BodesWellの共同創業者でCEOのMatthew Bellows（マシュー・ベロウズ）氏に話を聞き、詳細な情報を得た。

実は2人は、2019年にある委員会で同席した際に出会ったという。

「丸投げの貯蓄ツールではなく、自分の経済的な全体像を理解して、人生の決断がもたらす経済的な影響を計画するために使える全体的なツールという点に惹かれました」と、ホアン氏はTechCrunchに語った。

これまで70社以上のスタートアップを支援してきたAmex Venturesは、BodesWellへの出資を決定する前に「この分野をかなり広範囲に査定した」とホアン氏はいう。

ホアン氏は、ベロウズ氏と彼のスタッフを、アメックスのデジタルラボのチームに紹介し、アメックスの顧客向けに特化した製品の共同開発に乗り出した（ベロウズ氏はボストンを拠点としているが、同氏によればこのスタートアップは「グローバルに展開している」とのこと）。

「私たちの目標は、詳細な洞察と予測を提供し、全体的な計画を支援することで、カード会員のファイナンシャル・プランニングを民主化することです」と、ホアン氏はTechCrunchに語っている。

画像クレジット：Amex Ventures

ベロウズ氏は、クライアントや顧客が自らのファイナンシャル・プランを構築できるようにすることを目的として、2019年初頭にBodesWellを起ち上げた。

「多くのファイナンシャル・プランニング・ソフトウェアは、ファイナンシャル・アドバイザーを対象としており、彼らが実行する必要があります」と、ベロウズ氏はいう。「だから、ほとんどの人は、ファイナンシャル・プランニングの恩恵を受けることができません。（中略）私たちの願いは、より多くの人にその恩恵を拡大することです」。

BodesWellは、ユーザーにファイナンシャル・プランの構築の仕方を案内し、Plaid（プレイド）を介して他の財務情報と同期させることで「リアルタイムで更新」できるようになるため、より効果的に機能すると、ホアン氏はいう。

このツールは「収入、資産、支出、負債など、キャッシュフローを総合的に考慮し、ユーザーがドラッグ＆ドロップでライフイベントを計画できるようになっています」と、ベロウズ氏は述べている。

米国では、約8500万の家庭がファイナンシャル・プランナーをつけていないと言われている。その理由は、プランナーの意図に対する不信感や、単にそのプロセスに困惑してしまうためなど、さまざまだ。

現在、このMy Financial Planは試験的に無料で提供されているものの、今後有料化するかどうかはまだ決まっていない。

「私たちはまず、この製品のお客様に対するエンゲージメントとパワーを測っているところです」と、ホアン氏はTechCrunchに語っている「私たちは、この製品がお客様の心に響くものであることを確認し、より多くの人々にとって役に立つものにするために、繰り返し提供していきたいと考えています。私たちの第一の目標は、お客様がこれを使い、価値を見出してくださることです」。

アメックス・ベンチャーズは、投資先企業の3分の2以上と「何らかのパートナーシップ」を結んでいるという。

「我々が出資するスタートアップのエコシステムに価値を提供するため、そのような形でポートフォリオに関与したいと私たちは考えています」と、ホアン氏はいう。

BodesWellはこれまでに、Cleo Capital（クレオ・キャピタル）、Ex Ventures（Exベンチャーズ）、Riot.vc（ライオットVC）、GritCapital（グリットキャピタル）、Argon Capital（アルゴン・キャピタル）などの投資会社や、HubSpot（ハブスポット）のCEOであるBrian Halligan（ブライアン・ハリガン）氏、Kintent（キンテント）のCEOであるSravish Sridhar（スレイヴィシュ・スリダー）氏などのエンジェル投資家から約150万ドル（約1億6500万円）を調達している。

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画像クレジット：Omar Marques/SOPA Images/LightRocket / Getty Images (Image has been modified)

【原文】

American Express is branching out into financial planning, with a little help from a seven-person startup called BodesWell.

This week, the credit card giant launched a pilot of its first self-service digital financial planning tool, dubbed “My Financial Plan (MFP).” The six-month pilot kicked off on July 11 with about 25,000 select Amex cardmembers.

American Express quietly invested in BodesWell in late 2020 via its venture arm, Amex Ventures. Since then, the financial services behemoth teamed up with the tiny startup to develop the financial planning tool for its users. The new product is designed to give users a complete picture of their financial health and help them make and achieve major life goals, such as buying a house or retirement.

TechCrunch talked with Amex Ventures’ Julia Huang, who led the investment and strategy around the new product, and BodesWell co-founder and CEO Matthew Bellows to learn more details.

The pair actually met while serving on a panel together in 2019. 

“I was drawn to the fact that it was not a round-up savings tool, but rather a holistic tool to understand your full financial picture that could be used to plan for the financial impact of your life decisions,” Huang told TechCrunch.

Before deciding to invest in BodesWell, Huang says Amex Ventures — which over time has backed more than 70 startups — had “evaluated the space quite extensively.”

Huang introduced Bellows and his staff to Amex’s Digital Labs team and they embarked on jointly developing a specialized offering for Amex customers. (While Bellow is based in Boston, he says the startup is “globally distributed.”)

“Our goal is to democratize financial planning with our cardmembers by providing detailed insights and forecasts to help them with their holistic planning,” she told TechCrunch.

Image Credits: Amex Ventures

Bellows started BodesWell in early 2019 with the goal of empowering clients and customers to build their own financial plan.

“So much of financial planning software is aimed at financial advisors, and requires them to run it,” he said. “So, most people can’t get the benefits of financial planning…Our hope is to expand benefits to a lot more people.”

BodesWell will guide users in setting up a financial plan and will work even better if they sync with their other financial information via Plaid so it can “update in real time,” Huang said.

The tool “takes into account income, assets, expenses and liabilities — what cash flow looks like holistically so that users can drag & drop to plan life events,” Bellow said. 

An estimated 85 million American households don’t have a financial, planner for a variety of reasons — including mistrust of a planner’s intentions or just feeling overwhelmed by the process.

The product is free during the pilot phase and American Express hasn’t yet determined if it will charge for it afterwards.

“We’re gauging first for engagement and the power of the product for our customers,” Huang told TechCrunch. “We want to make sure the product resonates and that we iterate on the product to make sure it’s good for the broader population. Our primary goal is that our customers use it and find it valuable.”

Amex Ventures has formed “some level of partnership” with more than two-thirds of its portfolio companies, she added.

“We try to engage with our portfolio in that way, to provide value with our startup ecosystem,” Huang said.

For its part, BodesWell had previously raised about $1.5 million from investors such as Cleo Capital, Ex Ventures, Riot.vc, GritCapital and Argon Capital and angels like HubSpot CEO Brian Halligan and Kintent CEO Sravish Sridhar.

（文：Mary Ann Azevedo、翻訳：Hirokazu Kusakabe）

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