It’s harder than ever to win— and keep—banking customers.

Fintech has blurred the traditional boundaries of the banking world, with new competitors constantly chipping away at market share and re-shaping expectations. It seems everyone is clamoring for a banking niche—from relative unknowns to big tech to corporate giants. For instance, Walmart recently launched a fintech start-up to develop financial products for its employees and customers. Even global banking institutions, like J.P. Morgan, are disrupting the market with their recent launch of a digital-only neobank in the U.K. to compete against other neobanks.

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