U.S. Bank pursues Gen Z with payments-first strategy

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  "detected_at": "2026-07-07T12:22:59+00:00",
  "company": {
    "name": "U.S. Bank",
    "domain": "usbank.com"
  },
  "data": {
    "url": "https://www.bankingdive.com/news/us-bank-pursues-gen-z-payments-first-strategy-deposits-banking/824558/",
    "title": "U.S. Bank pursues Gen Z with payments-first strategy",
    "author": "Caitlin Mullen",
    "excerpt": "By treating payments as the entry point to banking relationships, the Minneapolis-based lender is cultivating a low-cost funding base in a fiercely competitive deposit environment, an executive said. As banks battle for deposits, U.S. Bank is leaning into a particular product suite to woo Gen Z customers. Gen Z thinks about banking as “the place where they have their primary payment vector,” which might be a peer-to-peer payment platform or a credit card, rather than where they have a checking account, said Arijit Roy, the Minneapolis-based lender’s head of consumer and business banking products. “They identify with banking almost with their payments vehicle as the lead-in,” he said. That’s inspired the bank to make its Bank Smartly credit card quick and easy to apply for and tie it to other products so customers are incentivized to do more with the lender. The super-regional launched its Bank Smartly checking account in 2022. A Smartly savings product and credit card followed in 2024, and the savings offering has amassed nearly $50 billion in deposits since then, CFO John Stern said at an investor conference last month. CEO Gunjan Kedia, at that same conference, said U.S. Bank has been intent on improving the quality of its deposit base, cultivating deeper relationships and appealing to all generations of consumers. With Smartly’s spend-and-save combination, the $700...",
    "product": "Smartly savings product and credit card",
    "summary": "U.S. Bank launched its Smartly savings product and credit card in 2024.",
    "location": "Minneapolis, Minnesota, USA",
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    "image_url": "https://imgproxy.divecdn.com/MxrZUZjuQNtvFKLHmYT1rIvWJwAentpKWEH0gUrcuzA/g:ce/rs:fit:770:435/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9JTUdfODA5My5qcGc=.webp",
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      "name": "Smartly",
      "full_text": "Smartly savings product and credit card",
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    "published_at": "2026-07-07T12:22:59Z",
    "location_data": [
      {
        "city": "Minneapolis",
        "state": "Minnesota",
        "region": "Northern America",
        "country": "United States",
        "continent": "Americas",
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    "article_sentence": "A Smartly savings product and credit card followed in 2024, and the savings offering has amassed nearly $50 billion in deposits since then, CFO John Stern said at an investor conference last month."
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curl -X POST https://signals.autobound.ai/v1/companies/enrich \
  -H "X-API-KEY: $AUTOBOUND_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"domain":"usbank.com","limit":20}'