TECHNOLOGY

Neobanks Rewriting Banking Rules: Alpian CEO on Cloud Operations

Neobanks Rewriting Banking Rules: Alpian CEO on Cloud Operations

A New Kind of Financial Institution

A Euronews English segment shared on May 22, 2025, has drawn more than 5,700 views. The interest is no surprise: neobanks are challenging traditional models and rewriting the rules of an industry often associated with conservatism. At the centre of that conversation is Marion Fogli, co-founder and CEO of Alpian, a 100% digital bank based in Switzerland. Fogli highlights the emerging reality that a bank no longer needs physical branches to deliver secure, personal and efficient financial services.

Neobanks have been around for over a decade, but their appeal has only deepened in recent years. Since they do not rent branches or run legacy IT systems, they can offer lower fees and faster onboarding. For customers, the result is a bank that fits into a smartphone rather than a commute.

Alpian takes this idea further by operating entirely in the cloud. That means fewer fixed costs and the ability to scale quickly. It also allows the bank to update its features in real time, without waiting for outdated systems. Fogli says this operational freedom is central to Alpian's identity. The bank can make decisions in days, not months.

Cloud at the Core

Cloud operations are not simply a back-office choice. They define the customer experience. For example, Alpian can automatically personalise financial insights and investment opportunities based on live data. Traditional banks have access to similar information, but their legacy systems often make it hard to use. Alpian, by contrast, was built from the ground up for the digital age.

Fogli also argues that cloud-based banking can be secure and compliant. In Switzerland, where banking secrecy and regulation are taken seriously, this is no small claim. Alpian operates under the supervision of the Swiss Financial Market Supervisory Authority (FINMA). That gives clients the reassurance of a regulated bank with the convenience of a modern app.

Challenging the Status Quo

The rise of neobanks is forcing established players to rethink their strategies. Many traditional banks have launched their own mobile apps and digital onboarding tools. Some have closed branches or invested in IT transformation. But these efforts can be constrained by existing infrastructure and cultural inertia.

Neobanks do not have that burden. They can experiment with new services, pricing models, and customer segments. Alpian, for instance, is targeting clients who want more than a basic checking account but may not qualify for traditional private banking. This is a market that many incumbents have historically overlooked.

What It Means for the Industry

The impact goes beyond competition. Neobanks are resetting customer expectations. Once people experience a bank that opens an account in minutes and offers real-time support, they are less likely to accept long queues and call centres. Traditional institutions must therefore modernise not only their products, but their entire relationship with customers.

At the same time, the neobank model is not without challenges. Profitability remains a struggle for many digital-only banks. Customer acquisition can be expensive, and interest rates have changed the economics of deposits. Yet Alpian's focus on a niche market and its disciplined use of cloud infrastructure put it in a stronger position than generalist neobanks that chase volume.

What Next for Digital Banking?

The next phase of digital banking is likely to be shaped by personalisation, artificial intelligence, and deeper integration with daily life. Alpian is already exploring how machine learning can improve investment advice and risk assessment. As these tools become more sophisticated, the gap between digital banks and traditional banks could widen.

Fogli sees a future where being a bank has nothing to do with buildings and everything to do with trust, technology, and agility. The rules of the industry are being rewritten. If Alpian's progress is any indication, the winners will be the institutions that recognise that change is not a threat, but an opportunity.