Launching a new bank is a challenging proposition. It's tempting to focus on just getting off the ground but making a lasting impression on the U.K. banking market means starting with the end clearly in mind.

It seems that rarely a week passes without news of another proposed entrant into the U.K. banking market.  Potential participants are looking at the U.K. banking market and thinking "I can do better." But what does it take to succeed where others have gone before and failed?

Launching a new bank is a challenging proposition for a myriad of reasons. Success requires gaining a clear focus on who your customer will be, and how you want to differentiate your institution for that customer. That needs to be determined up-front as it will guide many important decisions with repercussions for years to come.

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