With the radical changes in demographics in this country, a new batch of de novo banks has cropped up to reach out to both recent immigrants and multi-generational ethnic markets. Though the strategy of niche marketing is by no means new, the execution is increasingly innovative as these ethnic and relationship-focused banks respond to the needs of their customers. Whether they are offering product -bending innovation, or redesigning their bricks-and-mortar locations, the approach is giving new entrants an edge over larger competitors in reaching what are largely untapped markets.