The convoluted world of personal online banking often feels designed squeeze us instead of free us. Simple bills itself as a tech-y solution to many of the problems that plague online banking consumers. Along with no overdraft fees and free checks, the company also promises to help you leverage the bank’s data on your own behavior to help with saving and spending. But can a banking startup actually make us behave differently? Simple’s CEO Josh Reich is a believer, and tells Marketplace Tech host Ben Johnson why.