SOURCE: B of I Holding, Inc.

March 29, 2007 09:00 ET

Bank of Internet RV and Senior Websites Are the Focus of a Recently Released Niche Marketing Article by The Conference Board

SAN DIEGO, CA -- (MARKET WIRE) -- March 29, 2007 -- Bank of Internet USA (the Bank), a wholly owned subsidiary of B of I Holding, Inc. (NASDAQ: BOFI), announced that the Bank was noted by The Conference Board in a recent article for expanding its banking services into market niches, specifically maintaining a separate website for RV owners, senior citizens and for others. According to the article, Growing a Business Niche by Niche, by Howard Muson (March 21, 2007), "Smaller and midsize companies are often gut-smart about serving a well-defined market segment. They can build on their success by expanding into the niche next door." The article cited examples of niche strategies for various types of businesses.

"Bank of Internet's strategy is to develop websites that attract people in various affinity groups who are willing -- or can be convinced -- to bank online," the article cited and continued. "Besides the main Bank of Internet website, which isn't targeted to any one group, the company operates four targeted secure sites: Seniorbofi.com (for seniors); MyRVBank.com (for users of recreational vehicles); ApartmentBank.com (for loans to owners and builders of multi-family dwellings); and BofiEquityDirect.com (for home equity loans)."

Gary Lewis Evans, the Bank's President and Chief Executive Officer, added, "We are proud that our marketing strategy gained the attention of The Conference Board, a world-renowned business research organization, and we look forward to using our marketing niche to build more value for our shareholders."

To obtain a copy of the article please see http://www.conference-board.org.

About B of I Holding, Inc. and Bank of Internet USA

The Bank of Internet USA is a consumer focused, FDIC insured, nationwide savings bank operating primarily over the Internet. It offers a variety of consumer banking services, focusing primarily on gathering retail deposits over the Internet and originating and purchasing multi-family, single family and home equity mortgage loans and securities. The Bank also is an indirect originator of RV loans. Bank of Internet USA offers products through its websites at www.BofI.com, www.SeniorBofI.com, www.RVBank.com and www.ApartmentBank.com which include deposit accounts, such as free interest-bearing checking accounts with online paid check copies, bill payment and account statements, ATM or Visa® Check Cards and ATM Fee reimbursement anywhere in the world.

Contact Information

  • Contact:
    B of I Holding, Inc.
    Gary Lewis Evans
    CEO
    858 350-6213
    Email Contact