[sarcasmic]

It's disruptive as this kind of product moves downmarket, at least in the sense of mindshare and marketing, if not always in terms of customer segment. These accounts may be common knowledge among people who invest online and interface with brokerage firms, but others might not know about them.

The recent marketing tactic by newer firms is to convince people to migrate from checking and savings accounts, to catch the demographic that has (for whatever reason, presumably related to cashflow, lack of info, or generational anxiety) already decided that online investing may not be for them. Perhaps they'll change their mind once they're past your acquisition funnel.