Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
Financial organizations have been dealing with a technology-driven shift in culture from the inside out. One way they’re dealing: New sub-brands.
Marcus by Goldman Sachs, for example, touts itself as the startup inside Goldman Sachs that built an entirely digital personal loan product for consumers — a new set of customers for the 148-year-old company. Two weeks ago JPMorgan Chase introduced Finn, an app for people who would rather skip the branches for completely mobile checking and savings accounts with personal finance tools. Last week, Wells Fargo announced a similar offering called Greenhouse, a standalone mobile banking app with digital-only accounts and personal finance features.
One big reason for the shift is a focus on customer centricity. As financial brands strive to connect with customers in more specialized ways — because offerings have a more off-brand indication or target specific audiences — they’ve been looking for ways to stand for something different from the master brand. It doesn’t hurt, especially, when the parent brand is mired in other issues.
More in Marketing
D+ Research: Marketers express revenue optimism for 2026 holiday season despite economic pressures
Marketers expect their 2026 holiday revenue to increase 1% to 31% or more in comparison to their 2025 holiday revenue.
Mattel brings Barbie, Hot Wheels to TikTok Shop
Mattel’s TikTok Shop store debuts this week with roughly 20 products across Barbie, Hot Wheels, Fisher-Price and Monster High properties.
Future of Marketing Briefing: Inside Guinness’ go-slow approach to creators
The case for doing less with creators, according to Guinness