Britain's financial services industry has, without a doubt, a well deserved lousy reputation for customer care, honesty, service and providing reliable decent products.
Therefore it is to be welcomed that Metro Bank, the first new high street bank in 100 years, has opened its doors today.
Metro Bank claims that it will revolutionise British banking by offering retail opening hours, unparalleled service (eg toilets in branches) and a simple range of products that will be suitable for everyone.
The first branch has been opened in Holborn. It plans to have 200 branches within 10 years.
The bank will keep its branches open from 8am to 8pm Monday to Friday, as well as from 8am to 6pm on Saturday and from 11am to 4pm on Sunday. The bank will be closed on four days of the year; Christmas Day, New Year's Day, Good Friday and Easter Sunday.
However, as with all matters financial, it pays to look at the fine print.
Sadly the products offered are not yet competitive enough to appear on the best-buy tables, many in fact pay below the industry average.
The question is will this bank survive ten years to grow and prosper, or is it just a short term gimmick?