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Navigating the Financial Frontier: A Comprehensive Analysis of Electronic Money Institutions (EMIs)

by Alidzhon BerdievNovember 6th, 2023

Too Long; Didn't Read

Electronic Money Institutions (EMIs) are driving a transformation in the financial sector by issuing and managing e-money, which has seen remarkable growth, partly accelerated by the COVID-19 pandemic. EMIs offer various services, and this article distinguishes them from traditional banks, highlighting the advantages of EMIs such as cost-efficiency, agility, and safety. EMI licensing is detailed, and partnerships between EMIs and non-regulated entities via BIN sponsorship and program management are discussed, showcasing examples like Zilch, Hyperjar, and Kasssh. Understanding these distinctions is crucial for navigating the evolving financial landscape.

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The financial landscape is currently undergoing a remarkable transformation, and at the heart of this revolution are Electronic Money Institutions (EMIs). EMIs are entities that issue and manage e-money, an electronic equivalent of physical cash that can be stored and transferred digitally. EMIs offer various products and services that facilitate e-money transactions, such as virtual IBAN accounts, merchant accounts, payment cards, e-wallets, cryptocurrency services, money transfers, foreign currency exchange services, and more.

This article aims to offer a comprehensive understanding of the key distinctions between EMIs and traditional banks. In doing so, it sheds light on the transformative potential that EMIs bring to the rapidly evolving financial sector.

The Surge in E-Money Transactions

The growth in e-money transactions is nothing short of staggering. According to a report by Juniper Research, the number of e-money users worldwide is expected to reach 4.4 billion by 2025, up from 2.5 billion in 2020, representing a growth of 80%. The global e-money market size was valued at $653.8 billion in 2019 and is projected to reach $1332.02 billion by 2027, registering a CAGR of 10.89% from 2020 to 2027. In 2021, Europe witnessed an astounding 7.5 billion electronic money transactions, a significant increase from just over 4 billion in 2018.

This astonishing growth reflects the well-established trend of e-money transactions replacing traditional cash, a trend that has been accelerated by the global COVID-19 pandemic. As the pandemic pushed consumers towards contactless payments, e-money transactions saw unprecedented growth. Simultaneously, the retail e-commerce sector in Western Europe experienced remarkable growth, more than doubling from £152.2 billion in 2015 to £328.91 billion in 2022. This seismic shift has transformed the payments sector, ushering in an era of innovative competition, including challenger banks, fintech firms, and retailers, all seeking to harness the advantages of an EMI License.

Defining E-Money

In its essence, e-money is an electronic equivalent of physical cash. Its convenience and versatility make it a preferred mode for financial transactions. E-money can be stored as digital records with banks, loaded onto prepaid cards, and securely housed in e-wallets.

E-money can be used for numerous purposes, such as:

Telecommunication Services: E-Money can facilitate the purchase or transfer of mobile credits and data plans.
Fund Transfers: With E-Money, users can easily send or receive funds locally or across borders.
Shopping and Services: Whether online or offline, E-Money can be exchanged for goods and services or redeemed for discount vouchers.
Grocery Shopping: E-Money is accepted at a multitude of grocery outlets, making purchasing everyday items simple.
Convenience and Department Stores: It is possible to use E-Money to cover costs at a variety of convenience or department stores.
Specialty Stores: For specific purchases like books, music, or clothing, E-Money can be used at specialty stores.
Discount Stores: E-Money is also applicable for purchasing household goods, electronics, or toys at discount stores.

EMIs and the EMI License

Electronic Money Institutions (EMIs) play a pivotal role in issuing and managing e-money. Authorized by regulatory bodies, there are currently over 550 EMIs in Europe, with the number of EMI licenses continually increasing. The EMI license empowers institutions to issue, distribute, and redeem e-money, facilitating various e-money transactions.

The European Union has been at the forefront of regulating and promoting e-money, with the E-Money Directive (EMD) being the first legal framework for e-money in the world. The EMD was adopted in 2000 and revised in 2009 to harmonize the rules and conditions for issuing e-money across the EU.

The EMD defines e-money as:

a digital alternative to cash, which is stored on an electronic device or remotely at a server. It allows users to make cashless payments with money stored on a card or a phone, or over the internet.

The EMD also sets out the requirements for obtaining an EMI license, such as:

Having an initial capital of at least €350,000.
Having adequate governance arrangements, risk management processes, and internal control mechanisms.
Having sound and prudent business conduct, safeguarding customer funds, and ensuring adequate IT systems.
Having a clear and transparent contractual relationship with customers, providing them with adequate information and protection.

Traditional Banking License

Unlike the more limited EMI licenses, traditional banks are governed by a comprehensive banking license. This enables them to offer an extensive array of banking services. By virtue of this license, these institutions can manage client deposits, extend credit, provide payment-related services, issue a variety of financial products, and are obliged to comply with rigorous regulatory mandates.

There are several key distinctions between a traditional banking license and an EMI license:

Capital Requirement: Traditional banking licenses necessitate a significantly higher initial capital, typically no less than €5 million.
Lending Products: Such licenses permit banks to offer a range of lending products, including but not limited to loans, mortgages, overdrafts, and credit cards.
Regulatory Oversight: Banks with a traditional license are subject to more stringent supervision by central banks and other regulatory authorities.
Deposit Guarantee Schemes: A traditional banking license also allows banks to partake in deposit guarantee schemes, providing a safety net for customers' deposits up to a specified limit.

Discerning EMIs from Banks

The primary divergence between Electronic Money Institutions (EMIs) and traditional banks revolves around the ability to offer lending facilities. EMIs, by mandate, are prohibited from extending any form of lending and are required to separate client funds. In contrast, traditional banks generate income chiefly through the issuance of lending products, a critical element of their business model.

Such a discrepancy carries significant implications for both the financial institutions and their clientele:

For EMIs: The absence of lending services necessitates them to lean on alternative revenue streams, such as transaction fees, commissions, interest margins, or cross-selling strategies.
For Traditional Banks: The provision of lending services entails handling more risks and costs associated with lending activities.
For Customers: This distinction necessitates a careful evaluation of the advantages and disadvantages of both options, basing their choice on individual needs and preferences.

Advantages of EMIs

Electronic Money Institutions (EMIs) present several unique benefits, primarily attributed to their digital-first methodology and efficient operations:

Cost Efficiency: By operating primarily online, EMIs can maintain lower overhead costs. These savings can then be transferred to their customers through reduced fees or favorable exchange rates.
Agility: EMIs have the capability to rapidly adapt to evolving customer needs and market changes, launching new products or features at a pace often faster than traditional banks.
Transaction Speed: Leveraging advanced technology and eliminating intermediaries, EMIs can process transactions faster than their traditional counterparts.
Safety Assurance: As EMIs are prohibited from lending activities and abide by the rule of segregating customer funds, they can offer a higher level of security and trust compared to traditional banks.
Flexibility: With offerings such as multi-currency accounts, e-wallets, and cryptocurrency services, EMIs provide a greater level of choice and convenience than traditional banks.

The Role of EMI Licensing

Acquiring an EMI license is a rigorous and time-consuming process, which may not align with the timeline and needs of all organizations. Many non-regulated businesses and fintechs choose to partner with EMI-licensed entities, utilizing BIN sponsorship and program management services.

BIN Sponsorship and Program Management

BIN sponsorship is a service that allows non-regulated entities to access payment networks (such as Visa or Mastercard) and offer payment services without holding their own EMI license. BIN sponsors, usually EMIs or banks, provide their BINs (bank identification numbers) to other institutions and support their connections to the payment networks. By doing so, BIN sponsors take responsibility for risk management, compliance, settlement, and reporting on behalf of their partners.

Program management is a service that helps non-regulated entities launch and manage their payment products, such as cards or e-wallets, by providing them with technical, operational, and regulatory support. Program managers, usually issuer processors or fintechs, enable their partners to access and use payment accounts through payment card transactions. They also handle various aspects of the payment program, such as card design, production, distribution, activation, customer service, fraud prevention, and more.

Many non-regulated businesses and fintechs choose to partner with EMI-licensed entities, utilizing BIN sponsorship and program management services. This offers them several benefits, such as:

Faster time-to-market: By leveraging the existing infrastructure and expertise of their partners, they can launch their payment products in a matter of weeks or months, instead of years.
Lower costs: By avoiding the high initial capital and ongoing operational expenses of obtaining and maintaining an EMI license, they can reduce their costs and increase their profitability.
Greater flexibility: By having more control over their product features and pricing, they can tailor their offerings to their target market and customer segments.
Reduced risk: By transferring the regulatory and financial risks to their partners, they can focus on their core competencies and business growth.

Some examples of successful partnerships between non-regulated entities and EMI-licensed entities are:

Zilch: Zilch is a London-based fintech company that offers a buy now pay later (BNPL) digital card that allows customers to shop anywhere online and split their payments into four interest-free installments over six weeks. Zilch has partnered with Mastercard since its beta launch in 2019 and has recently expanded its partnership to launch its BNPL card across Europe.
Hyperjar: Hyperjar is a fintech company that provides a smart spending app and a prepaid debit card that help customers budget and save money. Customers can create multiple jars for different spending categories and earn rewards from partner brands such as eBay, Shell, and Skyscanner. Hyperjar uses bank-grade encryption and Mastercard network to ensure security and convenience.
Kasssh: Kasssh is a digital cash platform that allows customers to pay for online purchases with cash at physical PayPoint stores across the UK. Kasssh aims to bridge the gap between cash and e-commerce and promote financial inclusion for unbanked and underserved consumers. Kasssh is free to use and download and has exited stealth mode after testing its service with selected merchants.

Conclusion

The financial industry's evolution is profoundly represented by the emergence of Electronic Money Institutions (EMIs), marking the onset of a new era characterized by innovation and customer-focused finance. Grasping the nuanced differences between EMIs and traditional banks is crucial for businesses, policymakers, and consumers as they steer through the continually transforming financial terrain.

This in-depth analysis provides a thorough examination of each aspect, establishing a solid foundation for enlightened decisions that will sculpt the future of finance. We eagerly present this analysis to the leading fintech journal, confident that it paves the way to unlock the immense potential of EMIs in shaping our financial future.