US firm Fidelity Investments has seen a 46% year-on-year rise in account deposits, following its anti-bank marketing platform.
Since launching a retail arm in 2007, Fidelity has attracted $3bn in cash management accounts, surpassing many community banks.
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Fidelity asked US consumers "Do you really need a bank?" – offering customers an alternative to traditional banks with fee-free cash withdrawals and online-only digital and mobile banking.
Fidelity does not own any ATMs in the US, but instead reimburses the fees to its customers, shelling out more than $3.8m in 2012.
The latest advert from the bank showed an ATM that offered passers-by the opportunity to withdraw cash for free if they danced in front of the cash point, with the message: "Make your move. Get reimbursed for all ATM fees."
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