First direct-only retail banking platform in Turkey launched in October 2012. Offers all basic retail banking services through non-branch channels only (internet, mobile and call center). Specifically targets tech-savvy young professionals segment.
Aims differentiation along two key dimensions:
- Offering distinct and continuous financial benefits (e.g., high deposit interest rates, no fees & commissions) thanks to its low cost base
- Excelling at customer experience by being simple, easy, transparent, accessible and humane across all interactions and interfaces