Launch a New Bank Brand Without Building a New Core
Reach a new market, a new niche, or a new customer segment under a separate brand, powered by the charter and core you already have.
- No new charter and no core conversion: the new brand runs as its own brand configuration.
- Its own name, look, and product set, with one unified back end behind it.
- Account opening and digital banking launch together, so the brand is live end to end.
Request a demo and see how a second brand would run on your core.
Your core, your customers, your brand, no rebuild
A real-time middleware layer connects the new brand to your existing core as a separate branch or brand configuration. The brand is distinct to the market, while customer data, compliance, and reporting stay unified inside the bank.
One charter behind it
The new brand operates under the charter you already hold. There is no separate application, no separate regulator relationship, and no new legal entity to stand up.
One core behind it
Balances, postings, and customer records live in the core you run today. The middleware reads and writes in real time rather than creating a second ledger to reconcile.
One reporting view
Leadership sees the new brand as its own segment when that is useful, and as part of the whole bank when that is what matters, from the same underlying data.
What launching a second brand looks like
Three things the platform is built to make possible, without a core project behind them.
Same core, new brand
Launch a second brand, regional, affinity, or niche, without a core conversion or a new charter. The brand gets its own identity, onboarding flow, and product lineup on infrastructure you already run.
Seamless handoff
If the bank already runs a digital banking platform, customers can be handed off through SSO, so moving between experiences feels like one bank rather than two disconnected products.
Built for niche and affinity strategies
Whether the goal is geographic expansion or serving a specific community or affinity group, the brand, messaging, and product set can be tailored to that audience instead of forced into the existing one.
How a brand launch runs
Four steps, each scoped with your team before it starts.
- Step 01
Discovery call on brand and market strategy
We work through the market you want to reach, the positioning of the new brand, and which products it needs on day one.
- Step 02
Connect middleware to your existing core
The integration layer is configured against your core for real-time reads and writes, with the new brand set up as its own brand configuration.
- Step 03
Launch account opening and digital banking
The brand goes live end to end, so a customer can discover it, open an account, and bank in it without touching the parent brand.
- Step 04
Scale to more brands or markets
Once the first brand is running, additional brands or markets launch on the same infrastructure instead of starting from zero again.
What a second brand runs on
Questions leadership teams ask us
Do we need a new charter or a core migration?
No. The new brand runs under your existing charter and on the core you already operate. Linker connects to that core through a real-time middleware layer and sets the brand up as its own branch or brand configuration, so there is no conversion project underneath it.
How do we keep the customer experience consistent across brands?
Each brand gets its own identity, onboarding flow, and product presentation, while the underlying platform is shared. If you already run a digital banking platform, customers can be handed off through SSO so moving between experiences feels like one institution rather than two unrelated products.
How are compliance and reporting handled across multiple brands?
Customer data, KYC and fraud decisions, and audit records stay unified inside the bank. Reporting can be sliced by brand when you want to see how the new venture is performing, and rolled up across brands for board, audit, and examination purposes.
How long does a brand launch take?
It depends on your core, the products the brand needs at launch, and how much of the brand work is already done. Talk to us and we will size a timeline against your actual scope rather than quoting a generic project length.
How is a second brand priced?
Pricing for an additional brand depends on scope, the products it launches with, and how it sits alongside your existing footprint. We work it out with you during discovery rather than applying a fixed package.
Ready to see
it work?
30 minutes with the team that builds it. We map the brand you have in mind against your core and show what it takes to get it live.