At a glance

Goldman Sachs, the financial services provider, has moved into consumer banking through launching its Marcus brand, as well as through a partnership with Apple.

Why it matters

The financial services industry has been on a long recovery curve since the economic crisis that started in 2008, with firms looking for steady revenue streams. Consumer banking is a less volatile industry than investment banking, but comes with very different competitive factors.


  • Marcus aimed to adopt a “neighborly” tone and be an approachable brand for consumers.
  • While humor may not be an obvious strategy for banking, it helps bring emotion into a category that can often be dominated by rational concerns.
  • Goldman Sachs built a marketing team with talent from within its company and the finance sector, as well as experts from very different categories.