Member Exclusive, Modern Marketing

Marketing Briefing: A bank rebrands into a fintech

  • In this week's briefing, we've got Customers Bank's rebrand into fintech-y realms.
  • In other news, here's what Dave's new CMO has to say about the newly public challenger bank's marketing plans.
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Marketing Briefing: A bank rebrands into a fintech

Customers Bank, a top 100 bank with around $20 billion in assets, made the news at the end of last year for its fintech-focused rebrand.

The rebrand came following the bank’s participation in almost 350,000 PPP loans (amounting to an aggregate value of around $10 billion) and the launch of its blockchain-based RTP platform for digital asset and cryptocurrency companies (which amounted to $1.5 billion in deposits).

With these being two pretty darn fintech-y domains, the company decided to take the leap and make its look more tech-infused. According to senior vp of digital marketing Adam Bell, who joined the company in July 2021, the new brand identity involves finding the balance between high-community and high-tech.

“It’s about how do we maintain that balance of being high-tech and high-touch, and still have that spirit of community that wowed our customers before,” he said.

 


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