I signed up for this service a short while back to see what sorts of numbers my data was worth. Just revealed basic demographic information, no bank details, and they've been occasionally paying me sub-dollar amounts themselves to purchase my data. I think they're having a hard time getting data buyers on board, but its still an interesting experiment.
I'd think there would be some sort of selection bias here. Perhaps that's part of the reason.
Since they state they themselves are the only buyers now, they don't actually have a competitive marketplace setup yet. Which means the numbers they give you are sort of arbitrary and wouldn't reflect what it's "worth" given competing acquirers.
Are they using yodlee for the bank integration? I am curious what my data is "worth" but am super hesitant to connect all my profiles to this site.