Luvleen Sidhu, Co-Founder and CEO, BankMobile, a division of Customers Bank
As a successful entrepreneur, Luvleen Sidhu, co-founder and CEO of BankMobile, has learned firsthand the many challenges and satisfactions CEOs experience.
“While I am incredibly proud of my work leading this company, I’ve developed a new appreciation for the challenges leaders face. It takes a lot of patience and dedication, mixed with the understanding that you are probably going to have to change course along the way as you learn more.”
Finding the Creativity in Finance
Changing course comes naturally to Sidhu; although her dad was in finance, she initially pursued a premed path at Harvard. When she realized she preferred to follow in his footsteps, her parents gave her their blessing, and she began working at Lehman Brothers while still in school and joined full-time after graduation. She soon learned how fast things can change as her first day coincided with the bankruptcy. Fortunately, her role was on the hedge fund side so she was protected and stayed there for two years after it became Neuberger Berman. “It was a pivotal moment for me as I realized the fragility of the financial industry and also saw people who lost everything, a realization that has impacted me and helped influence what we do today.”
She then went to work at Customers Bank for a year, exploring digital bank models, then earned her MBA at Wharton. That’s where she got the entrepreneurial bug, which was reinforced by a project during a summer position in the financial services practice at Booz & Company, where she was helping a client strategize how to launch its own digital bank.
She got a full time offer to join Booz, which became part of PwC, and that’s when the concept of BankMobile came up, as a culmination of everything she had explored throughout her career to date. “As my classes showed, you have to find a need and see where you can do it better.”
Indeed, she saw an opportunity in banking where customers were lacking the experience they wanted, and she felt there could be a more affordable, transparent banking model that would be digital first—and also profitable.
Innovation Leads to Success
With that idea in mind, Sidhu partnered with Customers Bank to complement its strength as a small business bank and incubate BankMobile as a consumer digital bank. Since then she has overseen its monumental growth and was named “Fintech Woman of the Year” by LendIt in 2019, when the bank was also honored as “Most Innovative Bank.”
Currently she is excited about a strategy they are pursuing of white label banking for companies that want a unique way to attract, retain and delight customers. Since BankMobile has already identified the pain points, they can provide the end-to-end experiences that allows companies to offer their own branded banking services while avoiding the regulatory challenges inherent in becoming a bank. Already they are working with nearly 800 colleges, as well as T-Mobile.
That decision came from the realization that sometimes you have to pivot, and while you might not end up how you started, it can be just as meaningful. This business shift came after a year-and-a-half when they realized that while they wanted to create a brand that would resonate with their customers, the direct to consumer model was not going to be as profitable. “The choice was to stick with this consumer brand or pivot, which would allow us to still be true to the mission to create more affordable, transparent banking. We recognized that we can embrace a different way to accomplish our goals and mission, which brought about the change from B2C to B2B.”
Seeking Advice from Like-Minded People
Throughout her life, Sidhu has recognized the importance of mentors, starting with the superintendent of her high school and middle school who was a mentor to her then and has since started his own executive coaching company. In that role, he has provided her leadership team with coaching to help develop their thinking around core values and mission.
“He’s an eternal learner and having someone I’ve known throughout my life whom I trust and respect has been an important relationship,” Sidhu says.
She also counts her father as both mentor and role model. Currently he is CEO of Customers Bancorp, the parent bank, but previously he had helped grow Sovereign Bank, now Santander Bank, into a top national bank. “I love his patience and excitement. Even when things get tough, he is lighthearted and gets excited and energized by challenges. He rolls with the punches,” she says, adding that of course she also appreciates that he had given her a head start in learning about banking at a young age.
Today she also finds inspiration among her fellow CEOs as an active member of the Young Presidents’ Organization, which meets weekly to discuss current topics and share best practices. Throughout the COVID-19 situation, she has found it invaluable to hear how others are navigating similar situations in varied areas, such as communicating with customers and employees, cutting costs, negotiating leases, working with a remote team and most of all, protecting their health and that of their business.
Spirituality is very important to Sidhu, who starts every morning with 45 minutes of chanting. “It energizes me and helps me reflect and find clarity toward my intentions for that day and my life as a whole.”
