When we think of cool, James Dean doesn’t immediately come to mind. The app Songsterr does.

We are proud fintech nerds, and for five years we have marked the Coolest Brands in Banking on Bank Innovation based not on the type of sunglasses worn by a CEO, but on the “wow, that’s awesome” factor of the financial services venture. Subjective? You bet. Intriguing? We certainly hope so.

What is interesting about the Coolest Brands in Banking is that it forces a different perspective on fintech. This is not about the “biggest” or the “most significant” or the “most popular.” Rather, these are the financial services ventures capturing the imagination — both today’s and tomorrow’s — of fintech. If you think it’s an easy mark to hit, note that we kicked Apple off the list this year after four consecutive years at No. 1. (Apple Pay just isn’t as cool anymore.)

We expect you will nod in agreement with some of our 12 choices, and nay audibly at others. But, if you will forgive the reference, that’s what makes this cool. Irreverence is in the mix. And maybe a wildcard or two.

And if your choice is not on our list, check out our honorable mentions at the end of the selections. No doubt at least some of next year’s coolest brands will be found there. No sunglasses needed.

Here, in our fifth annual installment, are a dozen of the coolest brands in banking in 2016.