People said a lot of similar things before the iPhone launched.

I agree that this is just incremental improvement that actually already exists some places, but it seems like Simple is the first "bank" that deeply understands both software and the importance of user experience. (And perhaps also platforms, which could be incredible in banking/finance.)

That's pretty unique. And it's taken them a remarkably short time to catch-up to current banks. Personal finance is definitely a schlep industry.

Simple is going to compete on experience, not features. This has worked time and time again for lots of product companies, so it will be interesting to see if it works in banking.