In 2009, Simple disrupted the banking industry by introducing a whole new way for consumers to bank, budget and save. The pioneer Neobank grew quickly by delivering banking products that were outside the traditional banking system. The online and mobile bank attracted hundreds of thousands of Millennials who were frustrated by confusing rates and fees at traditional banks. The company was acquired by BBVA in 2017 and underwent a substantial reorganization. Now the question was how to increase new customer adoption.