Launched as a design-forward banking service, Anna is hoping to reduce admin hassle for small UK-based firms. Standing for "Absolutely No-Nonsense Admin," the banking service is generally targeted towards creative businesses. According to Daljit Singh, Anna's chief design officer, the service is the world's "first design-led bank" and focuses on the concept that "technology isn't driving us; design is."
While not technically a bank, Anna instead serves as a combination of a business current account, debit card, app and combination of hybrid and AI services. All of these offerings are meant to aid "designers, artists, freelancers, who are busy and don't want to bother with admin." As a fledgeling bank service, Anna will offer the first 2,000 customers free use of the service for three years.