The Banking Reimagined Tour was designed as a financial empowerment tool on wheels focusing on tapping into people’s goals and dreams instead of a dive into their finances. To begin their personalized journey, participants were first invited, using emojis, to describe their relationship with money (“How do you feel about your money today?”).

Visitors then explored personal values important to them (examples: having a purpose, family) and goals (examples: buying a house, starting a business) by swiping left and right to questions on a giant, interactive touchscreen wall (22’ x 5’). A Microsoft HoloLens experience followed, highlighting some of these experiences so they could start to visualize their goals. Finally, guests were invited into private video booths to see a personalized roadmap helping them to start to reach their goals and record a personal message to themselves to be sent to them in the future (up to 6 months later).

The Banking Reimagined Tour visited cities that have or will have a Capital One Cafe. In markets where a Cafe is open, such as Glendale, CA, space was secured nearby to create a seamless experience. In cities where a Cafe isn’t open yet, areas with high foot traffic were selected to draw visitors. The Tour took place over a span of two months, with a two-day stop at each market.

Technology and how it can help you manage your personal finances was a major focus, as executed through tablet questionnaires (which utilized emojis and graphics), cutting-edge touchscreens, virtual reality and a nod to social media with a selfie video element.

The Tour culminated with a spot on Ellen, where host Ellen DeGeneres interacted with the Banking Reimagined trailer and selected one individual from her audience with a powerful story to work with Capital One to map out their financial future.

Over 40,000 people saw the Banking Reimagined Tour across the 10 markets, with an additional 248 million viewers and an increase in Café visitors as a result of the Ellen appearance. Plus we garnered more than 430 million impressions.

The consumer response to the Banking Reimagined Tour was overwhelmingly positive, with visitors feeling a newfound level of comfort, security and pride in their personal finances:

“This Capital One setup is so 2025. You're ahead of the game.”

“This definitely made me think about what is important in my life and how I can start focusing my money on these things.

“The Hololens was amazing! I loved the virtual reality experience. It made me rethink my financial goals.”

“This is a great way to get people to start talking about their money.”

Capital One’s Banking Reimagined Tour was a hands-on digital experience that rolled into 10 American cities by way of a state-of-the-art 54-foot trailer outfitted with nine 22’x5’ touchscreens, HoloLens augmented reality, and video selfie booths. The entire experience was designed to help customers ignite new ideas and find strategies for the financial road ahead.

The Banking Reimagined Tour brought Capital One’s desire to inspire a new era of financial confidence to life—and gave a small taste of the ways it’s redesigning banking, with innovative new spaces like Capital One Cafés and empowering new services like Money Coaching.

Banking Reimagined? is redesigning banking around what people need and want to live their best lives—which means keeping people at the heart of everything the company does. The new Money Coaching series at Capital One Cafes in select cities is life coaching for finances. Coaches help people visualize their ideal financial situation, identify goals, and build a roadmap to achieve them.

The Cafés are inviting spaces where you can bank, get answers to financial questions, recharge your devices, or connect with people—all with a handcrafted Peet’s® beverage.

The Banking Reimagined Tour was a natural extension of the Cafe experience and philosophy, offering a mix of technology and person-to-person service aimed at both new and existing Capital One clients. The experience was geared toward people looking for innovative, customized services that will help them organize their finances and identify ways to better achieve their goals.

After surveying 2,500+ customers in nine markets, Capital One found that the majority of people feel overwhelmed and disempowered in managing their finances. Capital One’s Banking Reimagined? philosophy aims to shift that feeling into personal confidence and pride.

Banking Reimagined? is about developing tools, services and experiences that fit seamlessly into people’s lives. With Money Coaching, and the community connections its Cafés provide, Capital One is redesigning the banking experience to ensure the relationship it has with each customer is genuine as they gain confidence with their personal finances.

The Banking Reimagined Tour was designed as an interactive, high-tech, traveling snapshot of Money Coaching: an accessible way for people to experience combining their values and dreams and to start putting a plan in place. Essentially, the Tour was a broader storytelling “vehicle” for delivering the Capital One Cafe and Money Coaching story nationally—a story Capital One hasn’t shared before.