PHOENIX — Too many fees, too little trust. That's how a largesegment of consumers see traditional financial institutions, saidLewis Goodwin, CEO of Provo, Utah's Green Dot Bank, a subsidiary of Green Dot, the pre-paid cardcompany.

And in that market is huge opportunity, Goodwin told a Tuesdayafternoon session on emerging growth strategies at the BAI PaymentsConnect conference.

“We don't charge overdraft fees. We don't have penalties. Wehelp a vulnerable group. Sixty million Americans are our potentialmarket,” he said.

“A lot of places don't take cash. You need a card,” Goodwinadded. “We are making banking more inclusive.”

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But because many of these consumers have had unpleasantrelationships with banks, they have no qualms about doing businesswith a non-bank, said Goodwin. “What you did in the past doesn'tmatter to us.” Customers aren't excluded for a history of bouncedchecks or similar failings.

Goodwin cited polling data that claimed Americans view bankingas among the least-innovative industries. Another poll found 65% ofus are “open” to a mobile-centric banking relationship that doesnot involve branches. “Mobile banking,” he added, “has to offereverything a branch offers except safe deposit boxes.”

On the same panel, PaulTomasofky, who runs Two Sparrows Consulting in north Jersey,predicted: “Traditional branch banking will decline. Consolidationof financial institutions will continue.”

Bottom line: We have entered an era of new-style banking wherewhat worked before no longer matters.