Bank digitalization has moved beyond mere technology upgrades: a combination of customer experience, speed and trust now shapes competitiveness. Rajna Gábor, deputy CEO for retail at Raiffeisen Bank, says that in the long run the institutions that successfully blend digital channels with in-person advisory services will perform best. A detailed interview with him is available on Portfolio.
Award and market context
Euromoney this year named Raiffeisen Bank Hungary's best retail digital bank, highlighting the increasing importance of mobile banking quality on the domestic market.
Neobanks fundamentally changed customer expectations by demonstrating strong demand for simple, mobile-first banking. According to Rajna Gábor, incumbent banks responded quickly: their mobile apps’ functionality and user experience now often approach or in some areas exceed neobanks’ offerings.
More than account opening: digitizing the full customer journey
Online account opening is now a basic requirement, but it is not sufficient on its own. Digitalization must cover the entire customer journey—from choosing an account package and requesting a payment card to loans and investment services. Immediacy has become an expectation: customers want solutions within minutes, whether on weekends, abroad or in unexpected situations, for tasks such as currency exchange, credit card applications or other mobile banking operations.
When do customers switch banks?
Hungarian bank customers have traditionally been loyal, but that loyalty is no longer unconditional. A poor customer experience or cumbersome digital processes can prompt customers to change banks. Fast and stable mobile service can be a decisive factor and may by itself motivate customers to switch.
Chatbots, AI and the role of human advisors
AI-powered chatbots and automated solutions can handle frequent, simple banking requests efficiently—such as balance enquiries or basic transactional issues. However, complex financial decisions like loans, investment choices or corporate financing still require human advisors. The consensus is that a successful banking model combines digital speed with access to personal advisory services.
Blurring lines between retail and business banking
Sole proprietors and small companies often bank in ways similar to private individuals. Many needs of micro-enterprises can be met with retail-style digital services; the key question is when a dedicated corporate approach becomes necessary. Raiffeisen Bank’s strategy emphasizes providing customers with the channel and service that match their needs.
The future is a hybrid banking model
Rajna Gábor argues that the future is not exclusively digital nor exclusively personal. Competitive banks will be those that create a working combination of the two approaches. The Euromoney award for Raiffeisen Bank reflects this strategic direction: digitalization delivers competitive advantage when technology serves customer experience while personal advice remains available for complex financial decisions.
Additional notes
Portfolio and EOS will jointly organize the half-day conference "Követeléskezelési trendek 2026" in September, focusing on current topics in receivables management including economic policy shifts, regulatory challenges, and opportunities from AI, digitalization and automation.
An AI assistant contributed to preparing this article; the final text was edited and verified by our journalist. The publication of the AI-targeted article was supported by Raiffeisen Bank.
Tags: banking, artificial intelligence, customer experience, digitalization, Raiffeisen Bank, neobank, account opening, digital banking, mobile banking, chatbot
