From Storefront to Growth Engine: Movemint Rebrand Targets Bank Revenue

NEW YORK, NY – January 05, 2026 – In a move signaling a significant evolution in the financial technology landscape, digital engagement platform Digital Storefront announced today it has rebranded as Movemint. The new identity reflects a strategic pivot from providing a digital presence to powering personalized, measurable growth for financial institutions across loans, deposits, and non-interest income.

A Strategic Shift Beyond the Name

The transition to Movemint is more than a cosmetic update; it represents a fundamental shift in how the company positions itself and its platform in an increasingly competitive market. Where "Digital Storefront" implied a passive, online catalog for banking products, "Movemint" is designed to evoke momentum, growth, and tangible financial outcomes.

"Our rebrand to Movemint marks an important next chapter for the company," said Brian Bodell, CEO of Movemint, in a statement. "We’re building on a strong foundation while continuing to invest in innovation that helps institutions engage customers and members more effectively. Movemint reflects our focus on momentum, growth, and delivering real outcomes for our partners."

Bodell's vision, shaped by years of experience leading technology firms serving the financial sector, including Lumin Digital and StrategyCorps, is to address a core challenge for modern banks and credit unions: converting digital engagement into profitable action. The platform is engineered to meet heightened consumer expectations for seamless, personalized interactions, similar to those they experience with leading e-commerce and media companies.

The Power of Embedded Finance in Banking

At the heart of Movemint's strategy is the concept of embedded finance. While often associated with non-financial companies like ride-sharing apps or retailers offering "Buy Now, Pay Later" options, Movemint is applying the principle within the banking ecosystem itself. The goal is to integrate relevant financial product offerings seamlessly into a customer's existing digital banking journey, making it easier for them to discover and act on opportunities.

This approach is tapping into a market with explosive potential. Industry analysts at McKinsey have estimated that embedded financial services could generate up to $230 billion in new revenue by 2025, while other market projections forecast the global market to exceed $500 billion by the early 2030s. For traditional financial institutions, this represents a critical opportunity to reclaim customer interaction points that have been increasingly captured by third-party fintech apps.

Instead of forcing a customer to navigate away from their account balance screen to a separate "products" or "apply now" section, Movemint's platform enables a bank to present a pre-qualified auto loan offer to a customer who has just received a large direct deposit, or a high-yield savings account option to someone with a growing checking balance. This contextual delivery, powered by intelligence and automation, reduces friction and significantly increases the likelihood of conversion. By embedding these experiences, banks can transform their digital banking app from a transactional utility into a proactive, relationship-deepening channel.

Connecting Digital Engagement to Tangible Growth

Movemint's platform is designed to break down the silos that often exist within financial institutions. It integrates natively with a bank's digital banking system and extends its reach across physical branches, contact centers, and external marketing channels. This creates a unified system for customer engagement, ensuring a consistent and coordinated experience regardless of how the customer chooses to interact.

By connecting intelligence and automation, the platform enables institutions to deliver relevant product experiences at scale—driving stronger engagement, conversion, and adoption. This omnichannel approach allows a customer to begin an application online, receive follow-up assistance at a branch, and finalize the process over the phone, with all interactions tracked and coordinated.

The value of this integrated strategy is resonating with clients. "Today’s announcement and the transition to the Movemint brand is meaningful from a partner perspective," said Michael Savino, Chief Lending Officer, Municipal Credit Union. "We’ve valued working alongside the team throughout this evolution, and we’re excited to see that progress come to life in the rebrand."

This focus on measurable outcomes is a key differentiator. The platform provides institutions with clear visibility into engagement and performance metrics, allowing them to track user behavior, tailor offers in real-time, and respond more quickly to shifting market conditions. The ability to directly attribute growth in loan portfolios, deposit accounts, and non-interest income streams to specific digital engagement initiatives provides the clear return on investment that bank executives demand.

Navigating a Competitive Fintech Landscape

Movemint enters this new chapter in a crowded and dynamic field. The market for digital banking platforms is populated by established players and nimble startups, with companies like Alkami, Narmi, and Blend all offering solutions to help financial institutions modernize. These platforms often focus on specific areas, such as creating slick user interfaces for mobile banking, streamlining digital account opening, or digitizing the mortgage lending process.

Movemint's strategy appears to carve out a distinct niche by focusing on the entire customer lifecycle and explicitly tying its technology to revenue generation across multiple product lines. Rather than solely providing a better front-end experience, the company emphasizes its role as a growth engine that integrates deeply into a bank's operational and marketing fabric. By promising to drive not just engagement but also loans, deposits, and especially the often-elusive non-interest income, Movemint is speaking directly to the C-suite's bottom-line concerns.

As financial institutions continue to navigate the dual pressures of digital disruption and the enduring need for human connection, the ability to orchestrate a seamless, personalized journey across all channels will be paramount. The evolution from Digital Storefront to Movemint is a clear bet that the future of banking lies not just in being digital, but in being intelligently and profitably embedded in customers' financial lives.