Ally Bank, one of the largest banks by assets in the United States, is also one of the first (the first, according to the bank) to operate a purely digital banking network in the country. The company launched at a time when faith in the banking system was at an all-time low, and digital banks were unheard of. Getting the neobank’s branding right was vital.
“The premise and the phrase we used at the time was, ‘The world doesn't need another bank, it needs a better bank,’” Diane Morais, Ally Bank’s president of consumer and commercial banking, tells Fortune.
