With the increased competition in the financial market, it is more important for banks to be responsive to customers' needs. This paper analyzes a savings product by KB, the leading bank in Korea. The KB Star*t savings account is different from other traditional savings account in two ways. First, this product specifically targets traditionally under-served young customers with the development of a long term customer relationship in mind. Second, the savings product offers a high interest up a certain amount and then a low rate for amount after that. Most previous bank savings products have offered a higher interest rate for larger amount of deposit. The case details the development process of a new bank product and the authors discuss managerial implications for marketing strategies for individual bank customers.