Financial auction site Zopa brings together money lenders and borrowers. A borrower states the conditions for a loan, and if these compare to offers of lenders, the deal can be made. The risk is spread by dividing the total amount of money into smaller amounts, provided by several lenders. The credit scores of people who are borrowing money are thoroughly checked (dc, Dutch). Here banking 1.1 comes into being. It is he existing principle of a bank, as Zopa has to make money too. Using IT to make a new start, processes can be reinvented, or even be deleted if necessary. This way situation can arise that is comparable to what Easyjet has done in air transport. Zopa can grow into a transaction brand, with a price fighter position in the savings and loan markets. In the end financial coaching brands will advice us on what we should do with whom (what transaction brand), under what conditions. And they will take care of that for us. That will be the added value of the financial coaching brand, and that is where their margins will be. That is banking 2.0. The development of this kind of transaction brands contributes to that.