Ally Financial: A different kind of bank
BBH NY
SUMMARY
It was 2009, and the world was in the midst of the “worst financial crisis since the 1930s.”1 The last thing the world needed was another bank. U.S. consumers especially had no shortage of banking partners to choose from; 8,494 FDIC-insured commercial banks and savings institutions to be exact as of March 31, 2008.2 And people didn’t trust their banks - just 33% of consumers trusted financial firms to be fair and honest.3
It truly seemed like the worst time to launch a new...