ArmInfo.Ameriabank's retail banking development strategy is based on three pillars: expanding the customer base, providing high-quality service, and creating a digital ecosystem for customers, as stated by Arman Barseghyan, Ameriabank's Director of Retail Banking, during a press conference on July 28.
Specifically, he reported that over the past two years, the Bank has managed to significantly increase its customer base, exceeding the 900,000 mark by the end of the first half of the year. "Our goal is to bring it to 1 million by the end of this year," Barseghyan said. Overall, he believes that such rapid growth in the client base is primarily due to digital activity. Over the past five years, the number of active clients in this environment has grown by an average of 55% annually.
At the same time, Barseghyan reported that the volume of funds attracted from retail clients has exceeded 1 trillion drams for the first time. The head of retail banking drew attention to the fact that dram-denominated deposits and demand liabilities are growing at a faster rate within this portfolio. "Such growth rates for dram deposits are of great importance because they create opportunities to increase the volumes of dram lending," he clarified.
"This trend also indicates a decrease in dollarization—a positive trend, as it makes our clients increasingly less exposed to currency risks," Barseghyan noted. Furthermore, the head of retail banking noted that only 1% of clients are served through the branch network, while the remaining majority use digital channels and platforms, which Ameriabank is actively developing. According to Barseghyan, plans are underway to open two new specialized branches by the end of the year – for "Persona" and "Premium" clients.
Referring to the "Persona" package, which the Bank is actively developing, Barseghyan noted that it's not just about discounts and benefits, but also about improving people's quality of life and offering appropriate solutions.
During the press conference, the head of retail banking also shared that, until now, Ameriabank's business logic was built around serving individual clients. Now, Ameriabank will focus on the needs of families. " In other words, we are trying to satisfy the needs not of a single client, but of the entire family—ranging from schoolchildren and students to solutions for working parents and those reaching retirement age. Thus, we are making a transition from the individual client to a family concept, and within this logic, existing packages and services will be expanded," Barseghyan stated. He also shared plans to expand his client base to include non-residents, particularly members of the Diaspora. In this regard, Ameriabank is developing new packages for this category of clients. "The development of new technologies allows us to offer them new solutions," Barseghyan explained.
Recall, Ameriabank is a leading financial technology institution in Armenia and plays a vital role in the country's economy. As part of its digital transformation strategy, the Bank introduces and continuously improves unique products, services, and innovative platforms designed to meet the financial and non- financial needs of its clients. As a dynamically developing fintech environment, Ameriabank offers comprehensive solutions to improve quality of life.
