Once upon a time, all a customer expected from a bank was to store their hard-earned cash and provide some way to spend and withdraw it. Then came challenger banks and other FinTechs and showed that all things finance could be lightning fast, mobile-friendly, and affordable. Meanwhile, customers grew even more accustomed to top-notch omnichannel experiences thanks to Amazon, Uber, and other apps making once-daunting processes a one-click breeze. Gradually, most of us developed a neat digital ecosystem of products to fulfill our every need. Now FinTech apps have the opportunity to find their place in the heart of that ecosystem.