Pulling that button apart is the best way to understand how financial product innovation works. This guide walks through how a new financial product is built, who holds the banking license behind it, and how an idea becomes a live feature in a customer’s app. How financial product innovation reaches the marketA new product typically moves from idea to launch in stages. From idea to launch, stage by stageThe table below outlines the typical path a new financial product follows before it reaches customers. What can slow a launch downThe friction in building a financial product is rarely the code.