Banking products are usually designed around what banks find profitable to offer, not around what customers actually need to do with their money. Dozens was founded in London in 2018 with a more deliberate structure: a current account, a savings product offering a fixed return, and an investment account, all in one app, with a business model built on investment returns rather than overdraft fees. The proposition was genuinely different — an account that tried to make its money the same way a sensible financial institution should, by deploying deposits productively rather than by charging customers for going overdrawn. Dozens attracted a following among financially conscious consumers who liked the transparency of its model and the integration of spending, saving, and investing in one place. The company ceased trading in 2022, a casualty of the difficult economics of building a full-stack consumer finance product without the scale needed to make the unit economics work. Its story is a useful case study in the tension between building the right product for customers and building a business that can survive long enough to prove it — a tension that many of the most thoughtful consumer fintech companies have struggled to resolve.