The financial services industry is undergoing a profound transformation, driven by digital technologies, changing customer expectations, regulatory evolution and the growing role of fintech firms and technology providers. Within this transformation, however, the concept of digital banking is often used ambiguously, as it tends to cover different forms of digitalisation, innovation and institutional change in banking and financial services. This thesis addresses this ambiguity by analysing digital banking not as a single homogeneous model, but as a set of distinct strategic archetypes. The research adopts a qualitative comparative case study approach and focuses on Revolut, N26 and isybank, which are used to represent three different trajectories in the European and Italian digital banking landscape: a fintech-native platform progressively moving towards banking, a digital-native regulated bank, and an incumbent-embedded digital bank developed within a traditional banking group.