Is this disruptive? Fidelity and Schwab both have great, free, cash management accounts that refund all ATM fees domestically (Schwab even refunds international ATM fees, making it great for nomads).
The recent marketing tactic by newer firms is to convince people to migrate from checking and savings accounts, to catch the demographic that has (for whatever reason, presumably related to cashflow, lack of info, or generational anxiety) already decided that online investing may not be for them. Perhaps they'll change their mind once they're past your acquisition funnel.