There is a lot of confusion in the financial industry about the blurring lines between banks and other financial service industries, not to mention online-only banks and Fintech startups. Fintechs forced banks to make convenient transactions a basic requirement for all financial institutions; however this change left the human relationship aspect of banking on the back burner. This has opened the door to the insurance industry which has a strong relationship to the human side of their business, and as regulations shift, this should be a major concern for banks. This white paper discusses this threat in detail and offers some food for thought on how banks can prepare for their next big challenge.