For 2004, it’s time to think like a cable TV exec; provide a basic level of service, then upcharge power users for the good stuff, both on a subscription and pay-per-view basis. Leading the pack is Online Resources with its upcoming Money HQ option built on funds transfer and aggregation technology from CashEdge .

Until recently, segmenting your online banking base wasn’t worth the trouble; the total audience was too small. But with two-thirds of the country online, and half of those banking online, the target market is now huge and lucrative. Financial providers of all shapes and sizes will enter the premium service market. And thanks to aggregation technology, you are vulnerable to banks all over the country, not just those in your home territory. Users can maintain a checking account at your bank to enjoy the convenience of free ATMs, branch services, and local staff, while steering their investable assets and loan business to other providers.

This competition isn’t a new threat. In fact, it’s been a worry ever since the commercial Internet took root in 1996. But until recently, users didn’t trust the medium enough to move crucial banking business to unknown Internet-oriented companies. But now that well-known Internet brands have survived the shakeout, long-term trust is growing, making online competition more formidable. Proof: despite a shrinking interest rate advantage, ING Direct continues to grow its U.S. account base at a rapid rate, surpassing 1 million accounts in second quarter, up from 700,000 a year ago. It’s proof that an understandable product value combined with good marketing can create a powerful new financial brand.