An initiative that starts locally and originates in dissatisfaction with a particular sector may expand into a relevant challenger of that sector at a national level and beyond. A case in point is LON d.d., a bank that offers clear and personal financial services to Slovenian consumers and companies alike. Currently, LON has national coverage in Slovenia, with eleven branch offices, 125 employees and total assets of 265 million EUR, and is looking across its borders at surrounding markets. LON is headquartered in Kranj, about 30 kilometers northwest of the capital Ljubljana.