{"id":17568,"date":"2016-11-18T12:31:56","date_gmt":"2016-11-18T17:31:56","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/goldman-going-for-gold-through-digital\/"},"modified":"2016-11-18T12:31:56","modified_gmt":"2016-11-18T17:31:56","slug":"goldman-going-for-gold-through-digital","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/goldman-going-for-gold-through-digital\/","title":{"rendered":"Goldman Going for Gold\u2026 through Digital."},"content":{"rendered":"<p>Believe it or not, Goldman Sachs is increasingly being mentioned in the same breath as technology behemoths Google, Apple, Facebook, and Microsoft \u2013 and not because it is advising on M&amp;A or IPOs. Rather, given its increasing forays into digital initiatives, with a technology division of more than 9,000 people (close to one-third of the firm\u2019s employees and the largest division at the firm), the storied bank is beginning to look and act much like the more archetypal technology companies we traditionally think of.<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a><\/p>\n<p><strong>What has it done?<\/strong><\/p>\n<p>Over the past few years, Goldman has made moves away from its core by building and investing in digital technology. For example:<\/p>\n<ul>\n<li>After acquiring GE\u2019s online retail bank in April 2016, Goldman launched GS Bank, an online only bank with 1.05% annual yield and only a $1 deposit<a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a><\/li>\n<li>Last month, \u2018Marcus by Goldman Sachs\u2019 launched as an online, consumer-friendly lending platform for prime credit consumers to avoid high-cost credit card debt through a \u201cfixed rate, lower cost personal loan\u201d<a href=\"#_ftn3\" name=\"_ftnref3\">[3]<\/a><\/li>\n<li>In September, Goldman made its proprietary risk, pricing, and other tools \u2018open-source,\u2019 through a service known as Marquee.<a href=\"#_ftn4\" name=\"_ftnref4\">[4]<\/a><\/li>\n<li>Also in September, Goldman filed a blockchain patent for foreign exchange trading, which would allow it to circumvent the transaction processing intermediaries through blockchain\u2019s transparent, general ledger.<a href=\"#_ftn5\" name=\"_ftnref5\">[5]<\/a><\/li>\n<li>Since 2009, it has been a part of \u201c132 fundraising rounds in private technology companies\u201d<a href=\"#_ftn6\" name=\"_ftnref6\">[6]<\/a> One company the bank invested in, called Kensho, is \u201ctrying to build a machine\u2026to reduce human decision-making in trading and investing by instantaneously analyzing slews of data that move markets\u201d<a href=\"#_ftn7\" name=\"_ftnref7\">[7]<\/a><\/li>\n<\/ul>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marcus.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-17565\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marcus-300x169.png\" alt=\"marcus\" width=\"300\" height=\"169\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marcus-300x169.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marcus-768x432.png 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marcus-600x338.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marcus.png 833w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p><strong>Why digital?<\/strong><\/p>\n<p>Why is Goldman is doing all of this when it already has a business that has been successful for over 100 years without a \u2018digital transformation\u2019?<\/p>\n<p>Taking what Goldman\u2019s leaders have expressed in public, one can assume that the above actions are not one-offs, but part of a larger strategy to transform the business\u2019s long-term positioning in light of a changing economy. In fact, in the firm\u2019s first ever podcast, CEO Lloyd Blankfein declared, \u201cWe are a technology company.\u201d<a href=\"#_ftn8\" name=\"_ftnref8\">[8]<\/a><\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marquee.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17566\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marquee-300x224.png\" alt=\"marquee\" width=\"383\" height=\"286\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marquee-300x224.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marquee-768x575.png 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marquee-600x449.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/marquee.png 774w\" sizes=\"auto, (max-width: 383px) 100vw, 383px\" \/><\/a><\/p>\n<p>By making its tools open source, for example, it aims to provide a platform that will defend against entirely new entrants (like Google\u2019s Android) by having developers build onto its existing system while creating cross-selling opportunities.<a href=\"#_ftn9\" name=\"_ftnref9\">[9]<\/a> Additionally, investing in fintech companies allows the 147-year old company to learn from and ward off would-be disrupters and move away from risky qualitative judgement calls than can be made better quantitatively.<a href=\"#_ftn10\" name=\"_ftnref10\">[10]<\/a> And, with blockchain, Goldman can disintermediate many of the businesses it now relies on to execute transactions as a way to cut costs and make its operation more secure.<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/online-banking.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17567\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/online-banking-300x140.png\" alt=\"online-banking\" width=\"399\" height=\"186\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/online-banking-300x140.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/online-banking-768x359.png 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/online-banking-600x281.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/online-banking.png 814w\" sizes=\"auto, (max-width: 399px) 100vw, 399px\" \/><\/a><\/p>\n<p>In creating a digital bank and lending platform in the form of GS Bank and Marcus, respectively, Goldman is appealing to the millennial consumers who increasingly shirk traditional retail banks and who could eventually be cross-sold as they become wealthier.<a href=\"#_ftn11\" name=\"_ftnref11\">[11]<\/a> Marcus\u2019s fixed rate loan is especially attractive for consumers given a rising rate environment. Given regulation, consumer-focused businesses are \u201cpotentially more lucrative\u201d and they help satisfy capital requirements.<a href=\"#_ftn12\" name=\"_ftnref12\">[12]<\/a> Importantly, Goldman can do this relatively cheaply through digital platforms, while many of its competitors are now trying to rationalize their outsized real estate assets that are no longer needed to the same extent in a digital-first economy.<\/p>\n<p>The branding benefits of these digital initiatives is not lost on Goldman, either. Positioning itself as a technology company \u2013 it even hosted its 2015 shareholders meeting in San Francisco \u2013 allows the firm to recruit a new generation of tech-savvy talent.<a href=\"#_ftn13\" name=\"_ftnref13\">[13]<\/a> Along the same lines, the no-frills business models appear to be an effort to further remove itself from the shadows of the financial crisis, which unfairly or not, has muddied the reputation of the industry.<\/p>\n<p><strong>Looking ahead<\/strong><\/p>\n<p>Tactically, Goldman has chosen to pursue these efforts somewhat independently, and not as a wholesale change to the entire business. In the short-term, this is smart: it allows these new businesses to grow and learn unencumbered by the rest of the organization, while it doens\u2019t distract or disrupt the core businesses. In the long-term, to begin seeing more ROI on its fintech investments, Goldman should begin more fully integrating them into its core businesses. As technology changes, these adjacent businesses may soon become central to Goldman\u2019s competitive advantage. By starting now, it can get ahead of the competition to an even greater degree and protect itself from disruptions that even it doesn\u2019t see coming.<\/p>\n<p>Finally, while technology can help in daily activities and smaller businesses, Goldman should always keep in mind that is in a client service business and people are its foremost asset. Any maneuvering away from the high touch, intellectual capital-heavy customer promise will cause existing clients to take their business elsewhere \u2013 a risk that it certainly cannot afford.<\/p>\n<p>&nbsp;<\/p>\n<p>(Word Count: 798)<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> Jonathan Marino, \u201cGoldman Sachs is a Tech Company,\u201d <em>Business Insider<\/em>, [http:\/\/www.businessinsider.com\/goldman-sachs-has-more-engineers-than-facebook-2015-4], accessed November 2016.<\/p>\n<p><a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a> Fitz Tepper, Goldman Sachs launches GS Bank, an Internet bank with a $1 minimum deposit,\u201d <em>Tech Crunch<\/em>,<em> [<\/em>https:\/\/techcrunch.com\/2016\/04\/25\/goldman-sachs-launches-gs-bank-an-internet-bank-with-a-1-minimum-deposit\/], accessed November 2016.<\/p>\n<p><a href=\"#_ftnref3\" name=\"_ftn3\">[3]<\/a> Randall Smith, \u201cGoldman Sachs, Bank to the Elite, Makes Pitch to the Masses,\u201d <em>The New York Times<\/em>, [http:\/\/www.nytimes.com\/2016\/11\/17\/business\/dealbook\/goldman-sachs-bank-to-the-elite-makes-pitch-to-the-masses.html], accesed November 2016.<\/p>\n<p><a href=\"#_ftnref4\" name=\"_ftn4\">[4]<\/a> Justin Baer, \u201cGoldman Sachs Has Started Giving Away Its Most Valuable Software,\u201d <em>The Wall Street Journal<\/em>, [http:\/\/www.wsj.com\/articles\/goldman-sachs-has-started-giving-away-its-most-valuable-software-1473242401], accessed November 2016.<\/p>\n<p><a href=\"#_ftnref5\" name=\"_ftn5\">[5]<\/a> Ian Kar, \u201cGoldman Sachs wants to put foreign exchange trades on the blockchain,\u201d <em>Quartz<\/em>, [http:\/\/qz.com\/779660\/goldman-sachs-wants-to-put-foreign-exchange-trades-on-the-blockchain\/], accessed November 2016.<\/p>\n<p><a href=\"#_ftnref6\" name=\"_ftn6\">[6]<\/a> Katrina Brooker, \u201cGoldman in Ventureland,\u201d <em>Bloomberg Businessweek, [<\/em>http:\/\/www.bloomberg.com\/news\/features\/2015-07-28\/how-goldman-sachs-became-a-tech-investing-powerhouse], accessed November 2016.<\/p>\n<p><a href=\"#_ftnref7\" name=\"_ftn7\">[7]<\/a> Ibid.<\/p>\n<p><a href=\"#_ftnref8\" name=\"_ftn8\">[8]<\/a> Ibid.<\/p>\n<p><a href=\"#_ftnref9\" name=\"_ftn9\">[9]<\/a> Simo Zerrifi, \u201cIs Goldman Sachs \u2018Going Tech\u2019 the New Standard for Investment Banking?\u201d <em>Gartner Consulting<\/em>, [https:\/\/www.linkedin.com\/pulse\/goldman-sachs-going-tech-new-standard-investment-banking-simo-zerrifi], accessed November 2016.<\/p>\n<p><a href=\"#_ftnref10\" name=\"_ftn10\">[10]<\/a> Antoine Gara, \u201cWall Street Heavyweight Goldman Sachs Launches Its Consumer Lending Platform Marcus,\u201d <em>Forbes<\/em>, [http:\/\/www.forbes.com\/sites\/antoinegara\/2016\/10\/13\/wall-street-heavyweight-goldman-sachs-launches-its-consumer-lending-platform-marcus\/#2165bdd92013], accessed November 2016.<\/p>\n<p><a href=\"#_ftnref11\" name=\"_ftn11\">[11]<\/a> Alan Royal, \u201cThe Goldman Sachs Effect on the Future of Banking is All About Millenial Digital Experience,\u201d <em>Banking CIO Outlook<\/em>, [http:\/\/www.bankingciooutlook.com\/cxo-insights\/the-goldman-sachs-effect-on-the-future-of-banking-is-all-about-millennial-digital-experience-nwid-159.html], accessed November 2016.<\/p>\n<p><a href=\"#_ftnref12\" name=\"_ftn12\">[12]<\/a> Randall Smith, \u201cGoldman Sachs, Bank to the Elite, Makes Pitch to the Masses,\u201d <em>The New York Times<\/em>, [http:\/\/www.nytimes.com\/2016\/11\/17\/business\/dealbook\/goldman-sachs-bank-to-the-elite-makes-pitch-to-the-masses.html], accessed November 2016.<\/p>\n<p><a href=\"#_ftnref13\" name=\"_ftn13\">[13]<\/a> Katrina Brooker, \u201cGoldman in Ventureland,\u201d <em>Bloomberg Businessweek, [<\/em>http:\/\/www.bloomberg.com\/news\/features\/2015-07-28\/how-goldman-sachs-became-a-tech-investing-powerhouse], accessed November 2016.<\/p>\n<p>Images sourced from Goldman Sachs website and Bloomberg article<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Goldman Sachs: technology company or bank? Can it be both?<\/p>\n","protected":false},"author":1948,"featured_media":17601,"comment_status":"open","ping_status":"closed","template":"","categories":[385,1188,2205,2396,259],"class_list":["post-17568","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-banking","category-consumer-technology","category-digital-banking","category-digital-technology","category-fintech"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/digitization-challenge-2016\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Goldman Going for Gold\u2026 through Digital. - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/goldman-going-for-gold-through-digital\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Goldman Going for Gold\u2026 through Digital. - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"Goldman Sachs: technology company or bank? 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