I heart the copywriter who put, on their comparison chart for savings account fees, quote: "Why would you even?"https://twitter.com/alexisohanian/status/1057884023995781120 …
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Tangerine (orig. ING Direct Canada) dealt with this by starting as a bank with almost no physical presence. The higher margins allowed the savings accounts to be a desirable product for the bank to offer, while uniquely competitive with no fees and higher interest.
They were first reachable by phone almost exclusively, then ran "ING Direct Cafes". At the peak, there were 3-4 of these locations *nationwide*. Being a competitive upstart means moving expense centers until most of the industry scoffs at the idea of calling you "a bank".
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