HMBradley

Unlike most banking startups that woo customers with easy credit and savvy online user interfaces, HMBradley is pitching a better savings account. Its most inventive and flagship product is an account where savers who bank more receive a higher annual yield, almost gamifying the savings experience for the first time.

With thousands of users joining the app for uniquely engaging financial products, HMBradley is now introducing more traditional credit products that will drive profit.

The stories of many flashy ‘neobanks’ that have failed to transition from high engagement to profitable credit products tell a cautionary tale for HMBradley’s leadership. However, a consistent record of releasing products that delight customers means the startup will be confident that profitability will come with time.