Hmbradley
“Can a savings-rewards neobank pivot from direct-to-consumer banking to a B2B technology platform licensing next-generation digital banking infrastructure to established banks?”
HMBradley launched in 2020 as a savings-focused neobank rewarding consumers for saving a higher percentage of their income, initially powered by Hatch Bank as sponsor. After explosive deposit growth (peaking at ~$560M) caused friction with the sponsor bank, the company restricted growth and shifted to a new sponsor (New York Community Bank / Flagstar). By late 2023, consumer growth fell short of targets and the company wound down its consumer business entirely, pivoting to a B2B model licensing its technology to established banks who sought next-generation digital banking infrastructure.