So Facebook started out as a way to talk to your friends and then became a place you shared baby photos with your grandparents. And now you can shop on Facebook properties you can message, Instagram, WhatsApp. Amazon is the same way. It started out as a big store, and now they make home speakers, they make original movies and television shows. So these companies all started off with one thing and they're adding more things around it and finance is kind of the last frontier. As more people change their banking habits, tech companies say they can bring something to the table. Google says it will build helpful tools while relying on partnerships to navigate the financial world. For its part, Apple promises to eliminate fees for its credit card, and give you cash back instantly. And the Apple Pay app will have charts that help users track their buying habits. Some people are already wary of giving tech companies access to their location and their photos. Financial data is just way more personal. More concerns over privacy and power will be on display as tech firms get into finance. The data are valuable, and increasingly, they're in the hands of a few tech companies.