In order for Apple to achieve significant success with its upcoming P-to-P service, the tech titan needs to expand the amount of people who can use the payments feature.

The initiative comes as the bank is carving out a niche in the market for midsize companies.

The most innovative projects shared at Digital Banking 2017 involve embedding banking in popular devices and apps like Facebook Messenger and Amazon Echo.

The online lender, which focuses on high-earning millennials, is offering assurances that it will also serve Americans who make less money. But the company has not convinced critics, who say the plans are inadequate.

Amazon’s new Prime rewards program is the latest way the tech titan is cultivating a loyal use base. To retain and engage customers, banks should follow Amazon’s lead and layer in more value-added services.

One might assume, wrongly, that the successful fintech entrepreneurs are millennials who are only creating lifestyle apps for their age bracket.

JPMorgan Chase’s partnership with OnDeck Capital was expected to augur a wave of similar agreements between banks and online business lenders. But so far, most banks have avoided joining forces with companies they also view as competitors.

Digital banking executives such as B of A's Michelle Moore love apps like those offered by Pottery Barn and Starbucks for their ability to connect the physical and digital worlds.

The Utah company has similar arrangements with Staples, GoDaddy and LegalZoom.

Customers were previously required to provide access to their accounting software, but now they can connect a business bank account instead.