GMAC launches deposits-only ‘Ally Bank’
May 19, 2009
Roughly six months after GMAC became a bank in order to receive TARP funds, the financial services firm has decided to christen its new banking division as Ally Bank. Ally will be an online-only “direct bank” serving the U.S. as the deposit-taking division of GMAC Financial Services.
Ally offers a variety of savings products, including no-penalty CDs, online savings accounts and money market accounts. Ally will not offer any loans. Any lending products would presumably be handled by other GMAC divisions.
“Unlike other banks which depend on fees, we want to make money with customers, not off customers.”
– Al de Molina, GMAC CEO
A major component of the new bank’s branding effort includes an ambitious consumer-focused brand strategy. Ally Bank has sworn itself to complete transparency on rates and terms, and says it won’t hide behind legalese and jargon. Ally is promising “straight talk” for customers, no sneaky disclaimers, no teasers, no bait-and-switch tactics, and 24-hour service that connects customers with live representatives.
“The Ally brand is founded on three principles: Talking straight, doing what is right for the customer, and being obviously-better than the competition,” said Sanjay Gupta, CMO/Ally.
The bank will be using the slogan, “Straightforward.”
“We are launching a new brand with a new approach of treating customers with total transparency.”
– Al de Molina, GMAC CEO
On the Ally website, the bank describes itself as, “A bank that values integrity as much as deposits. A bank that will always be open, accountable, and honest. Yes, honest. We won’t deal in half-truths, kindatruths, or truths only buried in fine print. That’s because we don’t have anything to hide. We’re always going to give it to you straight.”
Key Questions:
- It’s a bold brand strategy, but can Ally Bank really deliver?
- Can Ally live up to its name and promise to be a “financial ally?”
- If the GMAC name wasn’t good enough for a new bank, why wouldn’t other divisions like GMAC Mortgage and GMAC Automotive Financing change names too?
- As Shalini Amarnani wondered, “does rebranding remove the taint” of the GMAC brand?
Ally Bank’s deposits increased 16.5% in the first quarter of 2009 to $22.5 billion.
Owners of the GMAC parent company include GM and private equity firm Cerberus Capital Management. As the preferred lender for buyers of Chrysler vehicles, GMAC is expected to get more federal funds.
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Filed Under: Branding
May 22nd, 2009 at 7:37 am
[...] Ally Bank – Straightforward. « ARTICLE » [...]
June 10th, 2009 at 4:21 am
[...] Financial Brand already wrote about GMAC rebranding its bank as Ally, But dang, these TV ads are funny. You’ll want to watch them more than once: [...]
June 16th, 2009 at 9:03 am
Just goes to show you that you can always put lipstick on a pig and introduce it as your new date.
Aside from the selected name being dangerously close to the heavily-marketed “Alli” weight loss product, I don’t see a lot of differentiation in product offering that would constitute a compelling reason for the consumer to make a buying decision.
September 11th, 2009 at 9:37 am
This spring I opened 5 CD’s with GMAC in an effort to diversify my
holdings with different financial institutions as the concern over
bank failures was increasing.
Through the GMAC / ALLY transition they effectively reduced my 2.65%
APY to 2.6% APY on my CD’s. This is BULL S$IT Ally. I am Finance
Major and I know how to calculate NPV equations.
ALLY will never receive another penny from me. I am staying with ING.
ALLY you are crooks!!!!
November 9th, 2009 at 8:20 am
[...] do you think consumers have responded so enthusiastically to Ally Bank? They don’t really know/care that Ally is simply a reskinned GMAC. They love the fact that the [...]
November 17th, 2009 at 7:32 am
If there is a an award given for the most hypocritical ad campaign of the year this one is a sure winner. They (Ally) purport to be straightforward and honest as they schill a slap dash repainted version of GMAC bank. Good ads though….
December 31st, 2009 at 4:23 am
[...] Bank was resurrected from the ashes of GMAC earlier this year, the bank’s CMO told us that “talking straight” is one of the three principles at the heart of the Ally brand. Well then, in light of Ally’s [...]