Market Rates Insights, a financial services intelligence firm inSan Anselmo, Calif., said its latest research indicates thatconsumers value service bundles more than individual services, andthat they would be willing to pay a premium for bundledservices.

The 150-page study, Growth and Revenue Potential forEmerging Financial Services, reveals which combination ofservices command higher fees because of increased consumerdemand.

Some of the study's preliminary findings show that identitytheft alerts (70.8%), credit score reporting (71.4%), paymentprotection services (64.6%) and same-day bill pay (58.7%) rankedwith the highest in demand among consumers.

Other services such as elder care services, prepaid reloadablecards and location-based coupons showed the greatest growthpotential with consumers, Markets Rates Insights said its research found.

The study examines 13 emerging financial services and assessesconsumer attitudes about the importance and value of each service,segmented by banks and credit unions as well as demographicgroups.

Market Rates Insights said that in the foreseeable futuredeposit rates will remain flat and loan demand will stay soft,which means financial institutions will have to rely in feerevenues for income growth.

But to convert services from “free to fee,” banks and creditunions will have to identify new services that consumers want andare willing to pay for.

Market Rates Insights said its new study shows banks and creditunions how to use service fees to expand profits and penetration with bothexisting and new customers.