Totaldirectbank
“Can City National Bank of Florida capture national retail deposit market share through a fee-free, online-only direct bank brand offering competitive high-yield savings and CD rates?”
HQMiami, FL (City National Bank of Florida)
IndustryBank / Community
The story
TotalDirectBank operated as an online-only direct bank brand under City National Bank of Florida (CNBFL). In 2024, the brand was rebranded to TotalBank, consolidating the TotalDirectBank and TotalBank marketing names under the CNBFL charter. The bank offers online savings accounts and CDs nationally (excluding Florida and certain territories) with no physical branches, competing in the high-yield savings and CD market.
Product timeline
2024
TotalDirectBank rebranded to TotalBank; both names remain registered trademarks and marketing names of City National Bank of Florida (CNBFL).· pivot
Regulated entities
1
regulatory licence held by Totaldirectbank
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
1 layer disclosed in Totaldirectbank’s embedded-finance stack
Banking / BaaS
City National Bank of Florida (in-house)
Accounting gap: none