$STABLES - Stablecoins operate like money market funds that don't pay interest to holders, capturing all the yield themselves - a highly profitable business model despite puzzling consumer acceptance
$V - Visa is one of the two most valuable financial services firms, alternating with JPMorgan for the top spot, with a market cap exceeding $600 billion
$AXP - American Express is potentially a top 10 marketer in the country, spending over $6 billion annually on marketing - more than Nike and Coke
$COF - Capital One spends over $4 billion annually on marketing, approximately matching the marketing scale of American Express
Bearish:
$FINTECH - Buy Now Pay Later companies have economics similar to credit cards but most don't make money, raising questions about their viability