Mobile onboarding acquisition campaign Qorus-Infosys Finacle Banking Innovation Awards 2024

mBank has always been an icon of mobility, and its ambition is to become a leader among polish banks with the largest number of customers actively using banking in the application. In its strategy, mBank declares that by 2025 it will become a "mobile-first" bank, where over 50% of sales and customer service will be carried out mobile.

The mBank's strategy is also determined by e-commerce trends and changes in customer purchasing behavior which says that: - 3h we spend every day on the internet on our phone - 79% polish customers buy online - 79% e-shoppers buy online

In recent years, the bank has noticed a significant change in the age structure of its customers. The group of customers up to 20 years of age is growing dynamically (double increase in 2018 vs. 2022). Teenagers became the pillar of mBank's acquisition.

Young people also define mBank's marketing strategy. The main channel of communication and customer acquisition is digital, and the key group is digital natives who are most likely to use in-app banking.

Following these challenges in 2022, we have intensively developed a mobile onboarding (MOB) remote account opening process. Thanks to it, the customer can open an online account in just a few simple steps: install the application, select the offer, complete the application and authorize it. We have provided customers with two identity identification methods - through a "selfie" or an ID card (e-ID). We are the first bank in Poland where, from March 2022, all you need to open an account is an e-ID and PIN. The entire mobile onboarding process takes only a few minutes.

Having a very effective and well-rated by customers process - in 2023 we have set the following goals: 1. Increase in the number of customers acquired via the mobile route by 10% y/y. 2. At the end of Q4 2023, achieving a mobile acquisition level of 30% of the total. 3. Increasing the effectiveness of activities optimized for the application event by 20%. 4. Reducing the cost of acquiring an account in the mobile path by 10%

To achieve our goals, we used the latest digital trends and campaigns dedicated to mobile users. An innovative solution was the Google UAC campaign, which thanks to a one-of-a-kind approach brought us the best business results.