Sorry you're not crazy about the new name, but we're happy with it. It gives us a lot of room to grow.
I agree, calling it "BankSimple" feels limiting, and carries baggage from bad experiences I've had with banks in the past.
Now if only I could get an invitation to open an account!
If you do qualify, USAA is about the best company you'll ever deal with for insurance or banking.
It seems that a technologically driven bank could offer even more interesting services to individuals and businesses.
Edit: Or would love to chat in person over coffee (on twitter @scottmarkwell)
The changed spelling is to indicate that it is not a bank and its accounts are not insured by the FDIC.
e.g. Banc of America Securities, U.S. Bancorp