Over the last few years, banking and investment services have been opening their doors to social platforms such as Prosper and Lending Club. Now the vary same entrants are posing a threat to traditional banking by suggesting that they will control 10% of the worldwide market for retail lending and financial planning by 2010. Gartner brings to light two particularly note-worthy areas leading this change – lending and payment. The reasons of course are many – consumers are spending more time at social networks, business conglomerates are fuelling these efforts with investment (Virgin Group bought a majority stake in Massachusetts-based CircleLending), and lending platforms are raising significant funds from venture capitalists. And making people comfortable. So much so, the Webby Awards for financial and bill paying services were dominated by these social platforms. Read more here.