
BofI Federal Bank has recently launched a new internet bank. It’s called Bank X at bankx.com (Thanks to the reader who emailed me news of this). BofI Federal has a history of creating online banking brands that are targeted to specific consumer segments. One example of this is UFB Direct which focused on airline miles rewards. This attracted a lot of attention due to the high rate of its savings and money market account. Last April it attracted attention for the opposite reason: very low rates. Both the savings and money market rate fell to...
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