ATMSafe & its variant: 30-Day Qorus Reinvention Awards - MEA 2024 - Winner

In 2012, The Philippine National Bank (PNB) developed a very timely and innovative banking product coupled with a breakthrough strategy of delivery that was the first of its kind in the Philippines. PNB sought to address the growing concern of theft at ATM terminals which includes skimming. A revolutionary solution was presented in the form of an ATM Card Benefits Program called ATMSafe partnered with an additional convenient way to avail of the product --- a 30-Day ATMSafe. Offering ATMSafe via the ATM and under a 30-day “availment/enrolment” scheme is innovative in 3 ways: (1) it uses the ATM channel at point-of-contact, thus eliminating process work at the branches; (2) it further retails the product and makes it more attractive consistent with the principles of “Sachet marketing” considering the possible friction of an P 11.00 fee and the target market profile; and (3) it is the first of a kind product whose take-up is offered via the ATM – just before the customer continues to transact his inquiry/withdrawal/transfer. PNB’s ATMSafe is a non-life insurance product and benefits program that protects customers from cash stolen at the ATM terminal, accidental death or injury due to an ATM robbery, and stolen documents such as identification cards. ATMSafe replaces stolen cash due to ATM theft up to P50,000 ($1,200). Additional benefits include Identity Theft Restoration, Trauma and Emergency Assistance and Global Coverage.