Banking Is Simple, a new online service, formerly BankSimple, opened last month to its first small batch of early customers. The web interface for a number of FDIC-insured traditional banks means to get rid of all the things people hate about banks.

A real person answers the phone call directly -- the same person every time if possible. You will get intuitive Web and mobile apps that can field natural-language questions like, "How much did I spend on taxis in New York last month?" And you'll get it without monthly account fees, overdraft charges debit-card fees or charges for using another bank's ATMs. Simple plans to keep its marketing costs low by relying heavily on word-of-mouth recommendations. Sign me up.

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