Changing behaviour is a very slow process.
In 2011, when we launched TransferWise, it was our frustration with banks not giving us what we wanted or needed as customers. The motivation was a strong desire to solve a problem and not just fix something that was broken but create a better alternative and a new system for doing things.
Historically, people have flocked to Silicon Valley because of the belief that that's where the latest innovation is happening. It's a snowball effect.
Scaling a business at speed can feel like an out of control roller-coaster.
International money transfer is a massive consumer rip-off. Banks and companies like Western Union have gotten away with it for too long.
There are so many instances in banking where 'free' simply doesn't mean free, whether it's opaque overdraft charges or credit card providers that are quietly raising interest rates without customers noticing.