One great thing about the online consumer banking revolution is that it allows for greater targeting of users. The idea of niche banks targeting specific groups has been around for a while. Recall there was once even a bank set up for David Bowie fans, BancBowie. One entrepreneur is aiming to bring the concept back with a loud bark. He's launching a company called Wag, an online bank for dog lovers. BTN says this is more than a "pet project." Jeff Stephens of Tribed, the man behind Wag, has plans to launch a whole series of niche banks. He tells the publication: "Lots and lots and lots of banks have tried to apply social media to build the brand of their bank ... we're doing the exact opposite. We're building a brand and a community - and plugging a bank in." Under Tribed's model, a larger bank would serve as the primary institution that provides traditional banking services to a host of smaller themed bank sites. Banks that end up hosting accounts would pay Tribed a fee for the deposit and loan accounts opened through its websites. Wag might also charge annual membership fees to users and seek advertising revenue as well. In a previous era, this might have been seen as a sign of a dot.com market top. But you never know. Maybe core banking online has been commoditized to the point that people will be swayed by softer issues. This in many ways is a marketer's dram assignment.

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