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.
But there have been many more failures in the fintech start-up space than successes. In 2019, a major question for those disrupting the traditional financial services is how to balance the attraction of cutting-edge technology with the need to build an enduring brand in a category with declining trust. After all, how many people feel comfortable putting their mortgage in an app-based bank, and...