Bringing everyday banking inside a messenger
Company
Alfa Bank
Year
(2024)
Categories
Fintech
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Storytelling
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Mascot
//
B2C
// Overview
This project explores how banking can become a natural part of users’ everyday communication. After deep research into messenger behavior, we launched the first messenger-based banking experience in Russia on VK.
Research showed that users were not yet ready for serious financial operations in messengers and primarily expected entertainment and lightweight interactions. We responded by shifting the focus from classic banking flows to storytelling, games, giveaways, and communication through a friendly mascot. This approach resulted in strong engagement, 700,000 authorized users, and a new perspective on how people can interact with a bank outside a traditional app.
// Business Impact
• First-in-Russia messenger banking launch (VK) • 700,000 authorized users • 1.9M users joined the bot • 260,000 users enabled transaction notifications • 100,000 daily active users • 20% of users perform banking operations
