Banking consumers are disengaged, apathetic and indifferent, and banking has become massively commoditized. Tribed deeply engages narrow segments of consumers to create a decommoditized, one-of-a-kind banking experience. Learn about the core principles behind our approach.

Do what do you best
A bank’s expertise lies in its skill managing the intense and complex operational, financial and regulatory requirements of making a financial institution function smoothly. In other words, banks are good at the back end of banking.

But not the front end. Banks have a mediocre—if not poor—ability to create strong, indispensable, value-added relationships with customers. As a result, the banking industry has become entirely commoditized. Evidence of this is everywhere: Fickle, price sensitive customers who favor rate wars. Low products per household and share of wallet. Low—if any—word of mouth and customer referrals. The list goes on and on, and the impact is enormous. Sustained competitive advantages in banking are few and far between.

No more vertical integration
Tribed separates the front end of banking from the back end. We create and manage the front ends—many of them–and partner with existing direct banks to centralize fulfillment of the back end. In short, we let the bank do what it does best, and create a much more valuable experience for the customer.

Welcome to the long tail of banking
The word “community” has different implications today than it did even ten years ago. Today, thanks to the power of the internet to connect people with shared interests, “communities” have very little to do with geographic proximity. Yet the banking industry remains primarily oriented around a geographic definition of community, and occasionally an age-related definition. But in today’s globalized, connected world, a group of 33 year olds within a ten mile radius may not have anything in common whatsoever.

Tribed banking experiences are hyper-tailored, content-driven communities for tribes—people who are passionate about dogs. Fanatical about wine. Can’t get enough cycling. These people do have much in common. A ton, in fact…just not geography.

The relevance of money
What is the relevance of money? To help you live the life you want. And when your life’s passion centers around dogs, for instance, the relevance of money becomes all about how it relates to that lifestyle. That’s why we are a content-driven company, not a banking-driven company. Banking is the support element, not the primary driver.

Our vision
We envision a world in which consumers choose the bank they feel best fits who they are as a person—not the bank with the best commodity attributes like location or rates.