1. For trans people, it's absolutely a thing. If you need to be verified, your photo and name will often be different than government documents. Having a bank t

1. For trans people, it's absolutely a thing. If you need to be verified, your photo and name will often be different than government documents. Having a bank that understand this from the start is a key differentiator. Now, less than 1% of the world publicly identifies as trans or non-binary, but the numbers are increasing in younger generations and may, in an of itself, be a significant market differentiator. 2. LGBT people have a low level fear of having someone in customer service discriminate due to something with our gender presentation or other issue. While it's a smaller issue today than in the past, we all have a story about a friend who had an issue. With all else being equal; that is, if the bank itself is reliable, this is a key feature. Now, I think there is a banking play for a single corporation to have multiple white labeled experiences, but the only successful one I know about not tied to an existing bank is Nubank.