Europe’s financial innovators are arriving in the US from more than one direction.
After moving to Spain from Los Angeles in January of last year, I quickly realized that much of the innovation in finance is happening in Europe. Meaning the seismic shifts in how consumers manage and spend money in their day-to-day lives.
U.K.-based fintech Revolut filed for a U.S. bank charter with the Federal Deposit Insurance Corp. recently and expects to establish a banking presence there next year, complete with high-yield savings and checking accounts; access to stablecoins, multi-currency deposits; trading in stocks and crypto; and access to ATM networks (no physical branches).
But as much as JPMorgan Chase & Co. CEO Jamie Dimon seems to—all at once—love, respect, and envy Revolut, I’m not so sure the banking and fintech establishments are quite ready for the neobank’s full-scale entry into the U.S.
Enter Santander
As much as I believe Revolut — not to mention bunq — are building the future of finance in the U.S. from Europe, another, less-discussed name could present a significant challenge. Put another way: You can’t talk about neobanks upending personal finance in the U.S. without bringing Banco Santander SA into the conversation.
Fintechs alone may not be the most meaningful competitive challenge to U.S. banks, in other words.
Understanding why starts with one of the first questions Revolut skeptics and banking incumbents around the world love to float: Can a company become a primary financial relationship without being a major loan underwriter?
It’s difficult for a fintech to build a lending business, Felipe Peñacoba Martinez, CEO of Getnet Platforms Payments Hub (a Santander company) and former CIO at Revolut Bank (EU), told Global Finance. “Revolut is aware this takes time,” he said, “and they’re going slower than in other areas.”
Despite serving tens of millions of customers globally and holding roughly $67 billion in customer balances, Revolut’s loan book remains a fraction of that figure. Then again, its consumer lending business is also growing rapidly: up 120% year over year to $2.9 billion, according to the company’s 2025 report.
By banking standards, Revolut’s loan-to-deposit ratio remains small, but its lending segment is no longer theoretical. What matters is whether fintechs can scale banking capabilities faster than banks can scale digital ecosystems.
Peñacoba Martinez points to his own children, all three of whom use Revolut and don’t have a need the company can’t serve. “Big banks are seeing how neobanks are taking market share, especially among younger generations,” he says, and as these users eventually seek mortgages and more complex investment products, Revolut wants to serve those needs.
At day’s end, lending conveniently trotted out as a competitive obstacle is the kind of question keepers of the status quo ask when confronted with disruptive business models. Radio people dismissed streaming. Early Amazon.com Inc. skeptics pointed to the online retailer’s lack of profitability. Blockbuster Video scoffed at a $50 million offer to buy Netflix Inc. History is full of established players evaluating the future through the lens of the present.
The lending question becomes more useful as a lens than a verdict. Is it easier for fintechs to build the lending, deposits, and infrastructure traditionally associated with banks? Or is it easier for banks to build the customer experiences, payment capabilities, and digital ecosystems that make fintechs disruptive?
The Openbank Advantage
Santander’s advantage goes beyond its balance sheet. Through Openbank, Getnet, and its broader technology transformation efforts, the bank appears to be assembling many of the same capabilities fintechs spent years developing from scratch and combining them with infrastructure that many challengers still outsource or access through partners.
Traditional banks realize the threat from fintechs like Revolut and need to act, said Peñacoba Martinez, but the challenge lies in execution.
“We all know we need to build a modern tech stack that’s easy to integrate, but how do you do that?” he added. “Building is easy, but decades of history, legacy systems, and mindsets are the hard part. It’s very complex for incumbents due to time. Every year that passes, the situation is worse. The risk of breaking something is a greater challenge for big banks than for fintechs.”
Inside Santander, the approach has been to prove new systems internally before scaling them more broadly. As Peñacoba Martinez described it, the challenge isn’t simply building something new; it’s continuing to improve it after launch. Payments became the first testing ground at Santander, with roughly 70% of group payments now running through Getnet.
The same logic applies to Openbank. Santander Executive Chair Ana Botín has made clear that she wants the platform to reach tens of millions of accounts in the coming years as “a digital bank with branches,” including in the U.S.
When I asked Peñacoba Martinez if these efforts effectively place Santander in direct competition with Revolut, his answer was straightforward: yes.
For all the attention paid to Revolut’s 2027 full-scale launch in the U.S., one of the more consequential battles may involve two companies moving toward similar destinations from opposite directions.
Lifestyle Brands vs. Global Banks
One is a fintech building bank capabilities but marketing itself as a lifestyle brand; the other, a global bank adopting the mindset of a fintech while leveraging advantages fintechs have yet to replicate. The lesson for incumbents in the U.S. and around the world: neither of these models exists in isolation.
Revolut, Santander, bunq, Nubank, and others are part of a broader wave of foreign challengers attempting to capture market share in the world’s most lucrative banking market.
Having helped build products inside Revolut and now helping modernize a global banking group, Peñacoba Martinez has seen both journeys firsthand. Listening to him describe them, one conclusion becomes difficult to ignore: time tends to help one side and hurt the other.
Like a young athlete, fintechs have room to grow aggressively from scratch; they don’t think about limits. For older players, every year increases the pressure to keep up without breaking what they have already established.
There’s no question that the competitive threat to U.S. finance from abroad is real. What remains murky is whether U.S. banks truly appreciate how many directions it’s coming from.
Rocco Pendola is a contributing correspondent based in Spain.
