We began evaluating different demographics, from professionals to small business owners — assessing their needs, behaviors, and existing options in the market. While many of these groups were already being heavily targeted by larger banks, one segment consistently stood out: students.

We evaluated several possible demographics but identified students as the most strategic entry point. Students represent a large, highly networked audience that is quick to adopt new solutions, especially when these solutions solve pressing needs such as tuition payments, budgeting, and peer-to-peer support.

While not the most immediately profitable group, they offer long-term value: capturing them early creates loyalty that can extend into their professional lives. By focusing on this demographic, we positioned Parallex Bank to gain traction efficiently, build brand visibility, and establish a growth path in an otherwise competitive market.