In 1994 Microsoft founder Bill Gates said "Banking is necessary, but banks are not." He then predicted in what direction the banking market was moving and what it meant for banks. Today, we are witnessing the realization of these predictions. Banks, like all other companies or institutions, are participants and drivers of global economic globalization and cannot be immune to all the changes of the new age. There are several global trends that are affecting the redefinition of banking: demographic, social, economic and technological changes. Demographic and social in terms of new generations of adults in a whole new world with new needs and wants. Economic in terms of new market participants and technological in terms of digitalization. The purpose of this paper is to identify the characteristics of mobile banking users in Croatia and to define three key characteristics of mobile banking: flexibility, security and financial management in the context of consumer motivation. The banking system is slowly adapting to the emerging market conditions, and in particular to the new paradigm in which banks must necessarily turn to their customers. But before they can do that, they need to know them well. In this paper, research was conducted to discover what motivates mobile banking consumers and how they evaluate their individual aspects. The results show that in Croatia, mobile banking consumers are less concerned about mobile application security, appreciate the flexibility of applications compared to online and classic banking, and assess that they manage their finances better.