{"@context":"https://neupai.io/schema/v0.2","@type":"StructuredNewsArticle","identity":{"article_id":"tech42_20260911_tos-insight-ai-finance-competition","canonical_url":"https://www.tech42.co.kr/%ed%86%a0%ec%8a%a4%ec%9d%b8%ec%82%ac%ec%9d%b4%ed%8a%b8-%ea%b8%88%ec%9c%b5-%ec%95%b1-%ea%b2%bd%ec%9f%81-ai%ea%b0%80-%ec%84%a0%ed%83%9d%ed%95%98%eb%8a%94-%ea%b5%ac%ec%a1%b0/?utm_source=rss&utm_medium=rss&utm_campaign=%25ed%2586%25a0%25ec%258a%25a4%25ec%259d%25b8%25ec%2582%25ac%25ec%259d%25b4%25ed%258a%25b8-%25ea%25b8%2588%25ec%259c%25b5-%25ec%2595%25b1-%25ea%25b2%25bd%25ec%259f%2581-ai%25ea%25b0%2580-%25ec%2584%25a0%25ed%2583%259d%25ed%2595%2598%25eb%258a%2594-%25ea%25b5%25ac%25ec%25a1%25b0","ai_url":null,"publisher":{"name":"테크42","domain":"www.tech42.co.kr","type":"online"},"author":"정재엽 기자","published_at":"2026-09-11T00:29:36.000Z","updated_at":null,"language":"en","article_type":"analysis","originality":"self_produced"},"content":{"headline":"Toss Insight: “Financial App Competition Shifting to a Structure Where AI ‘Makes the Choice’”","summary":"Toss Insight analyzed that the spread of AI agents will transform the competitive structure of the financial industry from securing customer touchpoints to focusing on information accuracy and transaction reliability. The report suggested that as AI agents compare and execute financial products and transactions, they could become gateways to market entry, and that market rules clarifying authority management and accountability are needed.","topics":["finance","ai","fintech","financial consumers"],"geography":["KR"],"entities":[{"name":"Toss Insight","canonical_id":"org:kr:toss-insight","type":"organization","role_in_article":"primary_subject","metadata":{"ticker":null,"parent":"corp:kr:toss"}},{"name":"Toss","canonical_id":"corp:kr:toss","type":"company","role_in_article":"parent_company","metadata":{"ticker":null,"parent":null}},{"name":"Yoo Jae-won","canonical_id":"person:kr:yoo-jae-won","type":"person","role_in_article":"quoted","metadata":{"ticker":null,"parent":null}}],"claims":[{"id":"c1","statement":"Toss Insight analyzed the impact of the spread of AI agents on the competitive structure of the financial industry through the second report in its 'AI Finance Research Series,' titled 'AI Redraws Competition in Finance'","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"the 11th","source_type":"company_disclosure","comparison":null,"type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c2","statement":"The overall series covers five themes: history, competition, people, risk, and strategy","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"fact","figures":{"value":5,"unit":"개","approximate":false,"converted":null},"expiry_hint":null,"insight":null},{"id":"c3","statement":"It is a follow-up study to 'AI Redraws the History of Finance,' released in June, and the overall series covers five themes: history, competition, people, risk, and strategy","as_of":"2026-06","as_of_explicit":true,"as_of_raw":"June","source_type":"company_disclosure","comparison":null,"type":"fact","figures":null,"expiry_hint":null,"insight":null},{"id":"c4","statement":"The structure is such that AI agents compare conditions across multiple financial companies based on a user's income, assets, liabilities, and financial goals, and support their selection and transactions","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":{"analyst_name":"토스인사이트","analyst_affiliation":"토스 금융경영연구소","confidence":"medium","forecast_horizon":"long_term","sentiment":"neutral","reasoning":"It was noted that AI's role goes beyond simple consultation or information search"}},{"id":"c5","statement":"The scope of application could expand beyond deposits and loans to include investment product selection and portfolio adjustments, insurance coverage comparisons, and contract management","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":{"analyst_name":"토스인사이트","analyst_affiliation":"토스 금융경영연구소","confidence":"medium","forecast_horizon":"long_term","sentiment":"neutral","reasoning":"It was forecast that the scope of application for AI agents could expand"}},{"id":"c6","statement":"Cracks could appear in the competitive advantage that financial companies have secured by locking customers into their own apps","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":{"analyst_name":"토스인사이트","analyst_affiliation":"토스 금융경영연구소","confidence":"medium","forecast_horizon":"long_term","sentiment":"bearish","reasoning":"If AI agents lower search costs, it becomes harder for financial companies to retain customers based solely on brand or app accessibility"}},{"id":"c7","statement":"The analysis suggests that how accurate product information is, whether suitable options can be evaluated for individual users, and whether problems during transactions can be stably handled and recovered could emerge as new competitive factors","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":{"analyst_name":"토스인사이트","analyst_affiliation":"토스 금융경영연구소","confidence":"medium","forecast_horizon":"long_term","sentiment":"neutral","reasoning":"If AI agents lower search costs, new competitive factors emerge"}},{"id":"c8","statement":"If a small number of general-purpose agents come to determine which products are exposed to and recommended to users, a new market entry gateway could be created in place of financial companies","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":{"analyst_name":"토스인사이트","analyst_affiliation":"토스 금융경영연구소","confidence":"medium","forecast_horizon":"long_term","sentiment":"bearish","reasoning":"Concentration of influence among a small number of general-purpose agents could create a new market entry gateway"}},{"id":"c9","statement":"This is because if multiple AI agents make decisions based on the same or similar data and AI models, movements could simultaneously concentrate toward specific products or transaction directions","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":{"analyst_name":"토스인사이트","analyst_affiliation":"토스 금융경영연구소","confidence":"medium","forecast_horizon":"long_term","sentiment":"bearish","reasoning":"If judgments among agents become similar, movements could simultaneously concentrate toward specific products or transaction directions"}},{"id":"c10","statement":"The outlook suggests that multiple market forms could coexist: a market where consumers freely choose various agents, a market where influence concentrates in a few general-purpose agents, and a market where existing financial companies and external agents divide functions","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":{"analyst_name":"토스인사이트","analyst_affiliation":"토스 금융경영연구소","confidence":"medium","forecast_horizon":"long_term","sentiment":"neutral","reasoning":"Rather than converging into a single form, the market structure could develop in multiple directions"}},{"id":"c11","statement":"What is needed includes an information system and identity verification enabling accurate comparison of financial products, mechanisms for users to manage and revoke authority granted to agents, and systems for preserving transaction records and enabling recovery in case of errors","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":{"analyst_name":"토스인사이트","analyst_affiliation":"토스 금융경영연구소","confidence":"high","forecast_horizon":"long_term","sentiment":"neutral","reasoning":"The priority is establishing a foundation for agents to participate in financial transactions with trust"}},{"id":"c12","statement":"As AI agents spread, the very way consumers compare products by visiting banks, securities firms, and insurance companies one by one could change","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":{"analyst_name":"유재원","analyst_affiliation":"토스인사이트 디지털금융연구팀","confidence":"medium","forecast_horizon":"long_term","sentiment":"neutral","reasoning":"The spread of AI agents changes the way consumers compare products"}},{"id":"c13","statement":"Financial companies will not disappear, but the key issue is who organizes customer choice, and it is important to establish basic market rules that expand consumer choice while preventing excessive concentration of influence in new intermediaries","as_of":"2026-09","as_of_explicit":false,"as_of_raw":"September 2026","source_type":"company_disclosure","comparison":null,"type":"estimate","figures":null,"expiry_hint":null,"insight":{"analyst_name":"유재원","analyst_affiliation":"토스인사이트 디지털금융연구팀","confidence":"high","forecast_horizon":"long_term","sentiment":"neutral","reasoning":"The entity organizing customer choice is key, and establishing basic market rules is 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