Online Lending, version 4.0 (part 2)

Open lending gains momentum

Jim Bruene

June 2001

: OBR 72


In Online Lending part 1 (OBR 66), we argued that banks should embrace what we called Open Lending, a strategy of guiding customers to their optimal source of credit, even if that means helping them secure a loan from another financial institution. This doesn’t mean tossing the value of your brand and customer relationships out the window. It’s more like American Airlines in the early days of its SABRE reservation system. You show all available options, but position your rates first, and in the most desirable light. But more importantly, you make it far easier and faster to apply with you.

Online Lending, version 4.0 (part 2)


Lending, Online