‘Our sweet spot is healthcare’: Laurel Road for Doctors takes niching down one step forward
- The demand for personalized digital banking products is booming.
- And with that, companies like Laurel Road and KeyBank may need to figure out a way to become niche ninjas.
The demand for digital personalized banking products is rising. And with that, we’re continuing to see digital banks that are niching down.
End of March, Laurel Road, a brand of KeyBank, released a new digital bank for doctors, called ‘Laurel Road for Doctors.”
The new digital bank is an expansion of the companies’ previous services. Both Laurel Road and KeyBank have connections within the healthcare space. Before being acquired by KeyBank in 2019, Laurel Road functioned as an online lender for student loan refinancing and mortgages. Even then it had some products geared for dentists, doctors, and residents. KeyBank meanwhile offers varied medical profession loans.
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