Clarity of vision for fintechs is important as it sets the stage for cost of distribution

The CEO of Revolut had it clear on MoneyConf 2018 stage, saying that great customer service is only achieved when it’s not needed. The way that Revolut designed its service, clarity is the common denominator for viral growth.

The unicorn is limping a little bit, sometimes requiring up to 16 hours for a live service agent to address user concerns and solve their problems, as the flow of new customers applying for a now massive product went through the roof (at the height of the crypto-product being launched, R had about 8 000 applications per day) — easily going from 1.5 mio from their time of announcing the round C to 2 million several days ago.

While not touching upon the hard objective of trully scaling up into a major international business, talking about another element is what is interesting:

> the ability to add new services is dependent on the simplicity of the original proposition, as the success correlates greatly with the formed loyalty and expectations managed through a community function. Nearly all payment champions of late progressed by closely listening to their first users and making the acting upon the desires an element of their architecture (ability to deliver at low cost) — and infrastructure (delivering at scale, learning from mistakes and feedback)

> most services one would see from a variety of mobile banking challengers would look similar so the ultimate differentiator would be around the cost of distribution — so building a service and designing the user behaviour is dependent on the ability to calculate the odds of going through the hoops — here digital startups are actively borrowing from game designers, who articulate for specific kinds of behaviours as they design virtual worlds for them. Equally one could borrow from the art of story-telling to break barriers and build trust.