I see it as a differentiator and unique competitive advantage. New banks aren't solely competing on interest rates and fees, but also on social and personal interests.

I'll post a snippet we recently added to our pitch deck:

> Accounts like those catering specifically to the LGBTQ+ community (https://joindaylight.com), the Black community (https://firstboulevard.com), individuals interested in supporting renewable energies (https://www.tomorrow.one/en-EU/), and social media creators (https://www.trykarat.com/) have proliferated. Retail accounts catering to the unique wants and needs of software developers is a natural next step.

Wells Fargo worked with Plaid to implement a direct API (incl. oauth) because it meant Plaid would no longer hold onto the credentials of millions of WF customers.