While the Internet offers financial service marketers many opportunities ? it also presents many challenges.

For instance, the online user is generally younger than the traditional finance customer, necessitating a change in marketing message and tactics. And while it's easy to buy or use financial service products online, it's also easy for consumers to switch providers.

At the same time, security concerns threaten to derail the growth of online financial services altogether. The fact that consumers are increasing less willing to manage sensitive financial information online cannot be ignored.