A start up with 150 years of expertise
Business Context
Goldman Sachs has built its business on serving ultra high net worth individuals and institutions, and by doing so with excellent service and results.
In 2015, the firm expanded its target and set its sights on the everyday American by building a retail bank and taking a slice of the consumer financial services business.
Launch Goldman Sachs first direct-to-consumer digital bank.
Massive Technology Effort
30,000 Jira tickets
42 sprints
4 integrated scrum teams
Marcus by Goldman Sachs - Case Study
A transformational impact on a traditional financial institution.
First DTC business
Everyday Americans, not just the ultra high net worth and institutions.
First digital product
A one-to-many business model
within a one-to-one firm
First advertising campaign
From TV to social to
hard-working direct response
Marcus by Goldman Sachs - TVC
Marcus by Goldman Sachs - Viral Stunt
Marcus by Goldman Sachs - Content Series
In the first year
1.5M
New customers
$4B
Loan originations
32%
Positive change in opinion of the Goldman Sachs master brand
“Marcus by Goldman Sachs
displays a grasp of American reality
that appears to elude most of its competitors.”
— Slate