At the Banking Technology 2026 conference on November 10, 2026, representatives from the banking sector, IT industry, regulators and fintech firms gathered for a full day of discussions about competition between banks and fintech challengers and the digital and AI-driven transformation of financial institutions. Senior executives and high-level experts addressed the sector’s main business and technological issues throughout the event.
Neobank expansion and customer flows: steep growth
Claudio Di Nella, European Senior Vice President at Visa Consulting and Analytics, highlighted in his presentation that artificial intelligence and payment data are fundamentally reshaping the banking customer experience. He cited a specific figure: retail flows to fintech providers and neobanks in Hungary grew by more than 149 percent between 2024 and 2025.
This trend creates intense competitive pressure for incumbent banks: legacy institutions face customer attrition while new entrants can scale rapidly. The magnitude of growth suggests consumer preferences are shifting quickly toward digital-first and service-oriented offerings.
AI agents and banks’ response
Speakers at the conference said the arrival of AI agents in banking operations brings both opportunities and risks. Presenters from McKinsey noted that AI promises faster innovation, more personalized customer service and potentially lower cost bases, but it also produces new competitive dynamics, rising cost pressures and strategic imperatives for financial providers. According to them, the central question for the coming years will be whether banks and fintechs can translate technology into tangible, measurable business value.
Zen.com’s market entry
Maciej Rynarzewski, Strategy Director at Zen.com, announced at the event that the company has launched its full service portfolio in Hungary. Rynarzewski said the Hungarian market entered Zen.com’s list of the company’s ten most important markets organically, without any marketing spend. Zen.com’s market entry adds to competitive intensity in Hungary, especially as the firm positions AI-based solutions within its strategy.
Why this matters for the banking sector
- Rapid reallocation of consumer flows calls the sustainability of traditional banking models into question.
- The combination of AI and payment data enables new customer experiences and products that can accelerate the shift toward neobanks and fintech services.
- High growth figures and new entrants like Zen.com increase pressure on regulators and bank management to make strategic decisions about technology investments and partnerships.
Next steps for the market
Analysts and speakers at the conference agreed that future success will depend on how well financial players implement AI solutions focused on business goals and convert payment data into commercial advantage. Given current market movements, rapid neobank growth and new fintech entries, competition in the Hungarian banking sector is set to intensify.
Further coverage and detailed reports from Banking Technology 2026 will follow throughout the day.
