Simple's Pitch: A No-Fee, No Hassle Bank Account - Is That Enough?

Formerly known as BankSimple, Simple.com is a new internet bank that has recently opened to a few early customers. It's like Perkstreet Financial and SmartyPig in that they partner with a real bank to hold customer deposits. This CNNMoney.com article has a good review of the service. I don't know if simplicity is enough to win customers. Ally and ING Direct already do a pretty good job at this. If they want to win customers they need to find a way to allow savers to earn more on their savings.