Finance giant Goldman Sachs has been around for nearly 150 years and is best known as an investment banking outfit, but in the wake of the global financial crisis of 2008 that has permanently altered the fabric of the financial services market and led to the rise of fintechs, the firm, like so many other finance behemoths, began transforming itself.

Two of the biggest proofs of Goldman’s transformation were its launch of GS Bank, a internet bank with a $1 deposit requirement, and Marcus, an online consumer lending platform through which well-qualified consumers could obtain personal loans of up to $30,000. GS Bank has since been merged into Marcus, which now serves as Goldman’s consumer brand.

That a Wall Street firm once known for serving the extremely well-heeled would create a new brand to target mainstream consumers at all would have been difficult to predict a couple of decades ago, but because of the changes in the market, it’s a no-brainer today. As QZ pointed out, “Goldman thinks it can make $1 billion in extra revenue from its consumer lending business over the next three years, as much as it expects for its trading operations.”

The challenge for Goldman is that the competition in the consumer deposit and lending spaces is significant and Goldman’s name, however storied, doesn’t have the same cachet with consumers. So Goldman is taking a page from fintech upstarts to grow Marcus.

As detailed by the Wall Street Journal, Goldman is reportedly in talks with Apple to offer buyers of…