> - the margins for retail banking were wiped out a long time ago
In the US retail banking is a cash cow: most of the country does not have enough money in the bank which means customers periodically pay overdraft fees.
> - consumers have been used to free banking for decades (at least in the UK)
In the US most of consumer banks have a service fee, some as high as $15/mo.
> - the "legacy" competition are some of the most well captialised entities on the planet
Legacy competitors are carrying branches in the most expensive real estate markets in the world.
The problem of the upstarts is that they do not want to attack one issue and do what MCI did to AT&T ( pick one - lower overdraft fees/lower service charges/do not waste money on stuff (real estate), instead they want to completely destroy the business model by making banking free, wiping out overdraft fees and still wasting money on real estate ( headquarters/staff in the most overpriced cities etc ) and after that they wonder why they don't make money.
Here, a brilliant idea: take BoA fees, cut them in half, don't put everyone in San Francisco, issue debit cards and hire a pile of people in Ohio to do customer service a-la Discover. You will make money hand over fist and every time BOA matches your fees you make yours $0.05 less - MCI did it to AT&T and it cleaned Death Star's clock as long as it continued to do that non-sexy stuff.
I'm actually thinking in next 5-10 years we will have the likes of Capital One, Discover and Amex clean up on the banking side.