Why the pursuit for ever-growing profit margins has opened the door to Square and other small business disruptors

• Financial Institutions continue to pursue higher profit margins by focusing on commercial clients. In the process, they have neglected the small business market -- opening the door to disruptors.
• Square saw an opportunity: In 2009, they introduced a dongle-style card reader to simplify card payment acceptance -- addressing an ongoing pain point for small business owners -- and gained a foothold in the small business market that continues to widen.