Submitted by
TBC Bank
TBC Bank is a leading company in the region. It is distinguished with its utmost care for its clients, constant striving for novelty and everlasting pursuit for development. Success of TBC bank is conditioned by well-developed and diversified service channels, efficient sales system and high quality of the services provided.
GeorgiaCategory
Product and Service InnovationKeyword
Customer acquisition & loyalty, Beyond financial services & ecosystems, Car & Mobility insurance, Subscription products, Automated Inspection, Embedded finance & Super apps, Mobility
Innovation presentation
TBC Bank’s Auto Comfort, launched in April 2024, is a breakthrough digital lifestyle service that redefines how car owners interact with their bank. Designed as a daily-use companion, it unifies essential vehicle-related tasks - such as real-time fine notifications and payments, parking permit management, and inspection reminders - alongside exclusive loyalty rewards, all within the mobile banking app. The solution was driven by a clear customer pain point: navigating multiple platforms, fragmented SMS alerts, and manual data entry. Surveys showed that 94% of car-owning users sought a simpler way to manage fines, underscoring the demand for an integrated experience.
While some banks offer basic vehicle-related services, TBC Bank pioneered a much deeper integration - creating a comprehensive car management ecosystem embedded in its app. This was made possible through partnerships with Georgian government agencies, enabling real-time access to official data. Rather than remaining a passive financial tool, Auto Comfort transforms the banking app into a proactive assistant in customers’ everyday lives, helping them stay informed, avoid penalties, and unlock relevant rewards.
The product’s development was a result of cross-functional collaboration across digital, mobile, backend, loyalty, and regulatory teams. Since launch, it has seen rapid adoption, with over 45,000 users in the first year, monthly growth of 3,000 subscriptions, and an NPS of 82%. Launched at a low entry price (₾0.9/month), the service continues to evolve, with upcoming features such as municipal fine coverage and photo/video evidence. Auto Comfort not only simplifies daily life but also strengthens engagement, retention, and card usage, reinforcing TBC Bank’s position as a digital pioneer.
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