I discuss aspects of the phenomenology of a novel class of two Higgs doublet models (2HDMs). One Higgs provides the bulk of the masses of the weak gauge bosons and the third generation fermions, while the second Higgs is responsible for the masses of the lighter fermion flavors.

The phenomenology of this setup differs substantially from well studied 2HDMs with natural flavor conservation, flavor alignment, or minimal flavor violation. Flavor violating Higgs couplings generically arise in a controlled way. New production mechanisms and decay modes for the heavy scalar, pseudoscalar and charged Higgs involving second generation quarks can become dominant.