We are all familiar with the typical challenges such as low interest rates, competition, inefficient cost structures, etc. However, the biggest problem is often overlooked: Customers of tomorrow consider banking completely differently than their parents. They see cards & accounts as a means to an end – which is named lifestyle. They are not interested in banks, but in smart banking.

Studies show that they don’t care what color their bank card is – they use the one with the biggest advantage. And here’s the rub: most of them don’t have an advantage. Because accounts & cards as well as the whole banking experience are absolutely interchangeable today, and even new banks only score points here to a limited extent with a few gimmicks.

For us, the key lies in the customers themselves. And they are already there. Now it’s a matter of inspiring them, activating them, keeping them on board, and increasing revenue with them. And the best thing is: If this is successful, the product has become so good that new customers will join automatically. But how can this be achieved?

Through “contextual banking” – in other words, customer-centric context around banking. Only those who consider their customers as their most valuable resource and make them the focus of their attention will be successful in the long term. To do this, you need to understand your customers, recognize their preferences, and then build a new kind of banking around them. Banking that sees itself more as a companion and enabler and is always there when the customer’s lifestyle demands it.