Banking is traditionally boring and not something many of us want to think about but rather something we need to do.
You can see that in how mobile banking apps are built and marketed.
In recent years we've seen a few mobile-first/only services try to challenge that, but it was mostly an improvement on the traditional and not something completely different.
Oxygen is trying to be different.
Instead of selling features or benefits, the new(ish) bank-by-app is trying to sell itself as a lifestyle choice. And it's targeting freelancers and small businesses.
Downloads have started growing over the last few days, going from a few hundred to more than 12,000 on Tuesday, according to our estimates. Since its growth sprout began last Thursday, Oxygen made its way into nearly 22K devices, with iPhones beating out Android two to one.
The real question isn't whether there's demand for this type of app but rather if it can last. One before it didn't, and that's sure to make it harder for Oxygen to gain momentum.
They do offer temporary credit cards, which I personally think is a great feature. It's probably not enough to get new users, but it's a nice one to have.
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