Member Exclusive, New banks

When you get stuck, you can talk to us’: Albert’s new challenger bank status

  • Through its new checking account, Albert stands out as a challenger bank that promises immediate access to human financial experts.
  • But promising both quality and speed when your service is based on human expertise could be tricky.
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When you get stuck, you can talk to us’: Albert’s new challenger bank status

With so many challenger banks floating into app stores, standing out as a new, fresh digital bank is hard. 

Niching down has been touted as a go-to method for gaining new users. But there are other ways as well.

With so many challenger banks floating into app stores, standing out as a new, fresh digital bank is hard. 

Niching down has been touted as a go-to method for gaining new users. But there are other ways as well.

Albert, a money management platform with investing and budgeting tools, has been gaining momentum in the market through its promise to provide real-life human expertise through texting, as part of its subscription offering Genius. Now, it’s released a checking account called Albert Cash.

Albert Cash offers pretty standard perks — cashback rewards, no minimum balance or maintenance fees, early paycheck access, a selection of free ATMs, and a debit card.

But combined with Genius, Albert may have an easier time standing out as a newly minted challenger bank. 

“All that stuff is what you’d expect,” said Yinon Ravid, co-founder and CEO of the company. “But what you get here is different as well.” 


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