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
In graphic detail: The long road to accountability for social media platforms
Last week’s social media addiction rulings signal a fundamental shift: the platforms can now judged, not just on their content, but on how they are built and designed.
What AI disruption means for experimental ad budgets
The 2026 ad budget is now a lab experiment as marketers boost experimental budgets for AI and emerging channels.
AI influencer discovery tools are changing how agencies cast creators
As creator spending grows among brand advertisers, agencies are using AI to automate much of the influencer marketing workflow. Now, that includes casting.