As I see it we're the global, open fin-tech platform that the world needs. Financial applications like,
Stock Markets
Bond Markets
Commodity markets
Money markets
Derivatives markets
Futures markets
Insurance markets
Foreign exchange markets
Even micro-finance, currency creation and MAS fits within this branding. We already have everything in line with this, industrial tps/low latency, smartcoins, assets/stocks with dividends, white/blacklisting, decentralized exchange, "share" in our name, and yield/bond market incoming.
The benefit of what Ethereum is doing is that it is much easier to get network effect with a "do fun stuff" platform, than a "serious financial business" platform, so we need to think about how we can engage serious developers, entrepreneurs and businesses to go with our global, open fin-tech platform when they can go for private or big institution solutions.