Question on PKI for financial institutions

PKI TC members,

I have received the following question:

 > How can financial institutions, like banks,
 > "sell" PKI technology to customers, from a
 > business point of view and not a security/risk
 > mitigation point of view?

I don't have much expertise in this area so
I thought I'd pass the question on to this
august body. Any ideas?

If you want to contact the questioner directly,
please let me know and I'll put you in touch.
He's not a PKI TC member so he can't send to
this list.

Thanks,

Steve