We're the country's largest direct bank, the one that turned our industry on its head.  Our vision is to Lead Americans Back to Saving, and we do this by offering simplified financial products.  We're not just "a bank."   We consider ourselves more of a retailer, and we're not merely in the business of selling financial products: we're in the business of selling a mindset.  One that says that Saving shouldn't be a chore - it should be fun.