I understand your point of view, there are perhaps other things that it should do as a priority. However, Why not contemplate both? Banks sit on a mountain of data already, which we readily give without much in return for our own benefit. The emerging banks and fintechs don’t have to stick to old business models. The trend is for them to become members of and provide access to market places. Bud and Starling, with Revolut soon joining them are already tapping into that space. Your analogy of a camera actually crossed my mind, or a games console or something that could be matched against a site like kelkoo or amazon/eBay, it’s already possible to do it via APIs. Monzo needs to carve a niche of its own, yes doesn’t need to stray too far from its core business model but it can achieve this with alliances and partnerships. Imagine the power of bulk buying and crowd sourcing and what that can do to big purchases like a car. if Monzo becomes like just any other bank, then what’s in it for us consumers? Their model can and will be easily replicated by the new and legacy banks so it must tread a path of differentiation towards others. Otherwise in the long run it will become no better than the rest and then what’s the incentive to stay ? We as a consumers also need to think beyond the traditional confines of financial services and banking in particular the old model isn’t sustainable any more. Going to just one place to get the best deals is probably the holy grail but if we have at least a way of making the information we give work tonoir one advantage then that’s when real impact to our lives occurs.