How do you make your checking account stand out from the one across the street, around the corner, or two clicks away in Internet Explorer? It's not easy if you want to maintain or increase profitability.

Several banks, including Washington Mutual (NetBanker Nov. 8, 2005) and PNC Bank, use a relatively new technique that is inexpensive and plays to the current hysteria surrounding online security: identity theft insurance.

In PNC's case, three of its core checking account options come bundled with $2500 to $5000 in insurance: Premium Plan, Choice Plan, and of course Digital Checking (click on inset right for more details). Free Checking does not include ID theft insurance.

Action Items
Before giving away identity theft insurance, look instead at creating a profit center around fraud protection services. As we discussed in a previous Online Banking Report (OBR 83/84), identity theft protection and related credit bureau-monitoring services are among the few relatively easy fee-income opportunities online.

In fact, PNC Bank sells a full suite of credit bureau services housed under Identity Theft Safeguards in the Personal Finance area. The options range from a $29.95, one-time, three-bureau report to relatively pricey $120/yr and $180/yr subscription plans powered by TransUnion's TrueCredit, an OBR Best of the Web winner in 2002 (click on inset for closeup).

--JB