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People Want More from Their Financial Institutions — Vertical Banking Gives It to Them
72%
of customers say
personalization affects
their choice of bank.
(Accenture, “Banking Consumer Study 2025”)
30%
of Gen Z consumers (and 29% of Millennials) feel their banks are not meeting their service expectations. (Glassbox, 2024)
73%
of US consumers would
consider switching banks in
the next 12 months.
(Pinwheel, 2024)
74%
of US consumers want more
personal experiences
from their banks.(The Harris Poll, 2024)
Bankjoy: The All-In-One Vertical Banking Platform
Bankjoy has all the tools you need to launch a niche brand:
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Bankjoy Makes Launching a Niche Brand Easy
We provide the tools you need to reach niche audiences—but we don’t stop there. The Bankjoy team provides expertise, guidance, and support to help you make it happen.
Identify a Niche Audience
Create a Brand for That Niche
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Bring Your Niche Bank to Market
Any Audience Can Be a Niche
Vertical banking has worked for institutions who chose to pursue niche markets based on traits like these—and this is just the beginning.
What’s important is that you choose a niche that:
- Your institution understands well
- Your institution can establish a meaningful connection with.
- Has particular needs and problems your institution can solve.
Create a Brand for That Niche
Once you’ve selected a niche, it’s time to create a brand experience tailored for that audience. This usually involves a distinct name, logo, and message, which all speak directly to this group—and only to this group.
This Is a Marketing-First Strategy
Vertical banking doesn’t create a new financial institution altogether. Instead, you make a specialized digital experience of your existing institution’s offerings for the new niche audience.
Bankjoy makes this process easy. You decide on the audience, brand identity, and offerings—we do the heavy lifting for the technical setup.
Bring Your Niche Bank to Market
Now it’s time to bring that new brand you’ve created to the people you made it for!
This will involve targeted marketing and outreach campaigns designed to reach the specific community you’re targeting.
Why Vertical Banking Works for Community Financial Institutions
Reach New, Specific Markets
By using your connection with specific demographics, you can give them a better banking experience than they’ll get anywhere else.
Preserve Brand Equity
Your financial institution’s main brand continues as-is, so niche-specific marketing efforts don’t alienate your existing client base.
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Low-Risk, Fast Experimentation
A niche digital brand doesn’t interfere with your regular operations or infrastructure—which gives you the flexibility to try new things quickly.
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