Il retail banking include attori tradizionali come le banche fisiche che operano a livello comunitario, nazionale o persino internazionale. Include anche molti nuovi attori, come banche che operano solo online, società di tecnologia finanziaria (FinTech) e società non finanziarie che cercano di sconvolgere lo status quo e competere per il market share, come Amazon, Apple e Facebook. A differenza delle banche tradizionali, questi nuovi attori sono spesso nativi digitali e portano alcuni vantaggi strategici “big-tech” al servizio dei clienti in un mondo sempre più online.
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