The banking landscape is changing rapidly, with neobanks—fully digital banks that operate without physical branches—taking center stage in the financial services industry.
Community Banks and Credit Unions, often burdened with legacy systems and high operational costs, are facing increasing competition from these agile, tech-driven newcomers.
As neobanks continue to gain traction, especially among younger, tech-savvy consumers, community banks and credit unions must adapt or risk being left behind.
But how can they respond to this digital wave, and what can they learn from the rise of neobanks?
Neobanks, also known as digital-only banks or challenger banks, are financial institutions that provide essential banking services through mobile apps and websites, bypassing the need for physical branches.
Unlike traditional banks and credit unions, which require a charter to operate, most neobanks rely on partnerships with chartered banks to provide core services such as deposit-taking and loan origination.
According to a 2020 report by Finder.com, an estimated 22.5 million Americans (8.8% of the total U.S. population) plan to open a digital-only bank account in the coming months.
This reflects the growing demand for services that cater to customers' need for convenience, speed, and transparency in their banking experiences.
One of the biggest draws of neobanks is their agility. These institutions are built on modern, flexible technology stacks that allow them to respond quickly to market demands and integrate cutting-edge features such as artificial intelligence (AI), machine learning (ML), and blockchain.
Community Banks and Credit Unions, in contrast, are often hindered by outdated systems and complex regulatory frameworks, making them less nimble.
For example, Chime, one of the leading U.S. neobanks, has amassed over 8 million users—primarily millennials—by offering fee-free banking and low-cost financial services like automatic savings, credit building, and early access to paychecks.
As consumers increasingly seek simplicity and transparency, neobanks like Chime are tapping into a growing demand for frictionless digital banking experiences.
Neobanks also stand out by offering low acquisition costs.
A report by Ark Invest found that the Customer Acquisition Cost (CAC) for neobanks is significantly lower than traditional banks, with figures showing neobanks spending as little as $20 per customer compared to the $925 spent by traditional banks.
Neobanks have also found a niche in catering to underserved and underbanked populations. In the U.S., approximately 25% of households are unbanked or underbanked, with many individuals lacking access to traditional financial services.
Neobanks like Branch, MoneyLion, and Motiv Money are offering solutions to meet the needs of these consumers by providing accounts with no minimum balance requirements and fee-free options.
The youth demographic, particularly millennials and Gen Z, are also turning to neobanks for financial services.
A report by Credit.com in 2019 highlighted that millennials carry more than half of the total $1.5 trillion in student loan debt in the U.S. Neobanks are responding to these needs by offering tools to help manage debt, increase savings, and invest for the future.
Chime, for instance, is targeting customers aged 25 to 35 with a user base of over 8 million.
Neobanks typically operate with much lower overhead costs due to their lack of physical branches. This allows them to offer more attractive interest rates, fee-free banking, and better customer service.
However, neobanks still face challenges in achieving profitability, primarily due to high customer acquisition costs and ongoing investments in growth.
A report by Accenture highlighted that UK-based neobanks lose about $12 per customer due to their reliance on interchange fees and low interest rates.
To become profitable, neobanks are diversifying their revenue streams by offering premium services such as high-yield savings accounts, loyalty programs, and investment products.
For example, Revolut, a major player in the global neobank space, has introduced subscription-based models for services like crypto trading and foreign exchange.
Additionally, neobanks are innovating with data monetization, using the wealth of data generated by their users to offer personalized services and insights.
As these banks gather more consumer data, they are able to create more tailored products and generate additional revenue through targeted marketing and partnerships.
As neobanks continue to rise, Community Banks and Credit Unions must take note of the significant advantages these digital-first competitors offer.
Banks that have embraced digital transformation have been able to stay competitive by enhancing customer experiences and incorporating mobile-first technologies.
A great example of a traditional bank embracing innovation is Marcus by Goldman Sachs, which launched as a neobank targeting consumers who want a no-fee, high-interest savings account.
With over $85 billion in deposits, Marcus has proven that established financial institutions can successfully pivot to digital services to meet changing consumer expectations.
Marcus by Goldman Sachs offers a no-fee, high-interest savings account that has attracted millions of customers, indicating that even traditional players can succeed in the neobank space.
1. Invest in Agile Technology:
Neobanks thrive because they are built on agile tech stacks. Community Banks and Credit Unions must modernize their infrastructure to keep pace with evolving customer expectations.
2. Prioritize Customer Experience:
Neobanks excel at delivering seamless, intuitive, and mobile-first experiences. Community Banks and Credit Unions should strive to enhance their customer touchpoints with easy-to-navigate apps and personalized services.
3. Embrace Financial Inclusion:
Neobanks have made significant strides in catering to underserved populations. Community Banks and Credit Unions can learn from these innovations to broaden their reach and provide financial services to a larger, more diverse customer base.
4. Leverage Data for Personalization:
Neobanks use AI and data analytics to personalize financial services and increase engagement. Community Banks and Credit Unions should invest in similar technologies to offer tailored solutions that meet the specific needs of individual customers.
5. Experiment with New Business Models:
Neobanks are diversifying revenue streams by offering premium services and leveraging data. Community Banks and Credit Unions should explore subscription-based models and loyalty programs to boost profitability.
Conclusion: The Future of Banking is Digital
Neobanks have already reshaped the banking sector, and their influence is expected to grow. Community Banks and Credit Unions must adopt a digital-first mindset and embrace the innovative, customer-centric approach that neobanks have pioneered.
By doing so, they can stay competitive in an increasingly digital world, cater to the next generation of consumers, and build long-term, profitable relationships.
Community Banks and Credit Unions should view neobanks not as a threat, but as a guide to the future of banking. Embrace technology, focus on user experience, and innovate for the customer of tomorrow.
References:
Christian Financial Credit Union
Huntington National Bank
Paqqets
Meridian Medical Management
Thales Group
Meridian Medical Management