Why it matters

Starling Bank is building a financial brand differently, merging technology with principles of long-term brand building.


  • Starling’s research notes that people feel frustrated by the “tedious processes” that can define the customer experience of large banks.
  • The ‘API economy’ is one major opportunity in the category which “essentially opens up the back-end of financial services” to new innovation.
  • Without the burdens of maintaining legacy technology or branch overheads, Starling is also freed up to invest more in its brand experience and doesn’t need to charge its customers for basic services.

The financial services category has been the target of tech-savvy disruptors for the best part for a decade. Just witness the rise of mobile payments, open banking, peer-to-peer lending, online-only banks and app-based investment portfolios.