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Consumer financial data exchange: marketing meets digital finance and open banking

Simon J. Blanchard et al.

International Journal of Research in Marketing2026https://doi.org/10.1016/j.ijresmar.2026.01.004article
AJG 4ABDC A*
Weight
0.50

Abstract

As consumers and firms increasingly engage with financial technology platforms to manage their finances, a vast amount of financial data are generated, exchanged, and monetized. These data-sharing ecosystems present both opportunities and risks for marketers seeking to deliver personalized services, as well as for consumers navigating concerns about privacy, control, and fairness. This paper introduces the concept of consumer financial data exchange as a framework for understanding the marketing implications of digital finance. Drawing on equity theory, we propose that perceptions of fairness in data exchange depend on the balance of inputs and outputs across key actors: consumers, data providers (e.g., financial institutions), third-party firms, and technical service providers. We illustrate this perspective using real-world cases from personal finance apps, brand loyalty programs, and buy now, pay later (BNPL) services. These cases highlight the potential for perceived inequities to hinder adoption and trust, especially when consumers have limited visibility into data exchanges. We also examine how marketplace mechanisms and regulatory frameworks, such as open banking, can mitigate these concerns. By connecting marketing theory with the emerging digital finance infrastructure, our analysis offers a foundation for future research and practice in designing more equitable, transparent, and consumer-centric financial data ecosystems

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https://doi.org/https://doi.org/10.1016/j.ijresmar.2026.01.004

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@article{simon2026,
  title        = {{Consumer financial data exchange: marketing meets digital finance and open banking}},
  author       = {Simon J. Blanchard et al.},
  journal      = {International Journal of Research in Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1016/j.ijresmar.2026.01.004},
}

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Consumer financial data exchange: marketing meets digital finance and open banking

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.