The majority of organizations across industries including banking and finance are beset with a myopic vision of work. They cannot see beyond short term gains. This is why the segment for individuals who do not have massive wealth has been ignored as a non-profitable stream. Further down, pre-adults do not have formal means of savings due to the several checks and balances. That is where ING Direct’s business innovation has been gobbled up by the market. It does not charge any minimum deposits, instead it offers savings accounts in portfolio with Mutual Funds. In this way several organization, Le Blanc among them have realized the power of servicing the segments untapped and in requirement of so. They have thus leveraged this situation to do well in business.

Source: https://hbr.org/2016/08/the-power-of-designing-products-for-customers-you-dont-have-yet