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(I'm a co-founder of BankSimple.)

Our easily-searchable transaction list is just one feature. That feature alone wouldn't make it work switching. What we're doing is holistic: it's about taking every part of the banking experience, from technology to customer service, and making it better.

What we demoed today was just the beginning. And some of what we're doing doesn't really demo well; it's intangible.



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