Willie Sutton had it wrong. The legendary thief said that he robbed banks because that was where the money was. Banks might have enough vault cash to interest those of Sutton's ilk, but they receive a surprisingly modest share of the cash earmarked by the consumer to financial services. Compare the bank's share with that of the insurance industry.

A representative household generates about $750 in annual net revenue - interest and fees received less interest paid - for the retail part of its bank. This includes the revenue on both the deposit and loan balance. In contrast, that same household provides nearly $1,200 in net revenue for its insurance companies and their agents.

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