In the Cards

Goldman Sachs is one of the premier investment banks on Wall Street. It's been trying to leverage its prestige by entering the consumer space:

I caved to the marketing hype

Goldman’s new consumer bank, which operates under the brand Marcus, has lost $1.3 billion since launching in 2016. It spent heavily to buy startups and cloud-storage space, hire hundreds of techies, and build call centers in Utah and Texas. Loans have gone bad at a higher rate than that of rivals.

and got an Apple Card

Marcus launched without a collections team to chase down delinquent borrowers, resulting in early loan losses, people familiar with the matter said. A credit card developed with Apple Inc. was a coup, but a costly one: Thousands of engineers across Goldman were diverted to finish it in time for an August debut, delaying other projects.

Apple ads for the card carried the phrase: “Designed by Apple, not a bank”—a line that didn’t appear in a giant banner ad in Goldman’s lobby this fall.

It's easier for an upscale line to go down-market than the reverse. The risk is watering down the brand, and a failure in execution could tarnish Goldman's name. Even if the Apple Card succeeds, the cultural changes wrought from managing millions of retail accounts might prove too much for the venerable investment bank, and it wouldn't be surprising if a spin-off or even a divestiture is in the cards.