The news: In its first four months, Santander’s digital speedboat Openbank received a whopping $2 billion in deposits. This rapid accumulation underscores the new bank’s significant market impact.

How it got here: New Openbank customers can open an account in under five minutes, per its website, and the bank boasts a 4.75% APY. This savings rate would have almost topped Nerdwallet’s ranking if it were listed—and is nearly 1% higher than some of its digital competitors.

But Openbank still isn’t listed on such comparison sites—so there’s more to its early success. It partnered with marketing agency Dentsu North America to flip the script on bank marketing.