The idea here is to deconstruct banking services and offer them digitally embedded in other products. This is not uncommon for payment services - for example with Sofort and iDEAL. These allow you to pay for a purchase at an e-Commerce checkout directly with your bank account.
So why not expose parts of the banking service to other web based businesses who have relevant customer interactions? For example, if someone is buying a new car online (which I have done so yes it does happen) the car sales web site could offer a Bank loan at the point of sale to pay for it. Or more obviously, the foreign exchange if that car is to be imported.
Banks are slightly resistant to this kind of approach - not least because of the impact of Regulators and the potential for fraud. But I do see some Banks beginning to really deconstruct what it is to be a Bank and think how to offer those services in the best way possible.