Haventree Bank enters direct-to-consumer banking, with advisors in mind
“The ability to create multiple accounts for different financial priorities, while earning interest on every dollar with no minimum balance, helps clients stay organized without sacrificing growth on their cash. That gives advisors another option for helping clients align their day-to-day banking with their broader financial goals, while keeping longer-term investments focused on wealth creation,” she said.
She described the account as “a flexible cash management tool that can support several parts of a client’s financial plan rather than serving a single purpose.”
“For some clients, it may be setting aside an emergency fund. For others, it could be where they organize money for short-term goals, upcoming tax payments, major purchases, or everyday cash flow,” she said.
Haventree built its reputation in the broker channel by underwriting borrowers who fall outside conventional lending criteria. Glowinsky said that same underwriting philosophy, evaluating a client’s full circumstances rather than a standardized checklist, is what the bank is now trying to bring to everyday banking.
“We take the time to understand someone’s full circumstances rather than whether they tick every box. That’s an entrepreneur whose income doesn’t fit a standard salary, a newcomer building credit from scratch, or someone whose finances were impacted from a life event like a divorce. That same lens is exactly what we’re bringing to everyday banking: products that are simple, transparent, and flexible enough to meet people where they actually are,” she said.
