HMBradley is a Los Angeles-based challenger bank that aspires to change customers' perception of banking by rewarding good habits. Its flagship product is a tiered high-yield checking account offering 4.7% APY for its highest-tier customers compared to the average savings rate of 4.2%.
Having accepted more than $400 million in deposits since launching in 2019, HMBradley has outgrown its existing core that prohibited it from launching new products with speed.
- Bundling products: linkage between products allowing for increased consumer benefits (e.g. credit card spending directly linked to savings APY)
- Changing promotional rates: making interest rate changes through APIs without any changes to the product
- Automatic flagging and incentivizing customer behavior: event-driven, personalized, qualifying triggers that dictate product behavior
- Creating personalized routines: allowing customers full flexibility to manage and set distinct targets such as multiple savings/subscription pots in one account with each subscription being one routine