“We understand Asian users much better than anybody else because we are the user,” Lian told TechCrunch. “[Traditional] banking didn’t understand me or my culture or my lifestyle or what matters to me. Our needs are different.” “A lot of challenger banks also never focused on Asian communities and immigrants,” he added. “We want to provide a great product to welcome these people to the U.S. and make it easy for them to bank.”

https://techcrunch.com/2021/03/10/cheese-raises-3-6m-for-its-digital-bank-aimed-at-the-asian-american-community/