“Even before the pandemic, the financial services industry was grappling with “disruptor” brands — digitally native challengers that deliver innovative experiences across products and services to make customers’ financial services easier. They offer products and features that surpass consumers’ expectations, like personalization or seamless integration with other accounts and services. With their commitment to meeting customer needs, they’re elevating consumers’ expectations of banks, insurers, and payment providers altogether and, ultimately, changing what it means to be a trustworthy financial service brand."