Not that long ago Bank of America announced they were going to charge all their debit card customers a $5 monthly fee. This fee was their effort to recoup the lost revenue due to the fee caps congress put on the banking industry. The announcement of this fee caused thousands of Americans to switch banks and start using a Credit Union instead. As a matter of fact, since Bank of America’s announcement in late September, the Credit Union National Association (CUNA) has reported a huge increase in customers to the tune of 650,000 people.
It only took four weeks for BoA to change their mind about the $5 fee due to the backlash of customers and lawmakers. Other big banks like Chase and Wells Fargo, who were expected to follow in the footsteps of BoA also have decided against the fee.
Debit card users were in an uproar over this $5 fee. The question is why did this $5 fee spark such commotion across the country? The argument against the debit card fee is that BoA’s fees was targeted towards a select group of people – the middle to lower class. This is because the fee was only going to be charged to customer accounts who had less than a $20,000 balance in their account.
This fee even prompted the National Bank Switch Day which was expected to take play on November 5, 2011.
In summary, Bank of America decided not to impose the debit card fee thanks to the consumer feedback and the national attention all this received. Maybe BoA customers don’t need to be so quick to make drastic moves like changing banks, but instead voice their opinions in a way that forces change. Later this week we will take a look at exactly what happened after National Bank Switch Day and see just what affect all this had on the banking industry.


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