Fintech → Funtech: Banks Started Competing with Experiences, Not Just Rates and Fees.

Russian fintech has become hygiene: fast transfers, convenient apps, and online loans are available from all major players, and this no longer provides a particular advantage.

The next level is customer experience: personalization, AI, convenient scenarios, lifestyle projects, and the feeling that "the customer is truly loved."

Banks have gone from competing on products → service → to competing on experiences and emotions from interacting with the brand.
When technology levels out, the winner is the one who works better with the customer's perception and attitude toward the company.

❓Question for you: when choosing a bank today, are product terms more important or convenience and quality of service?

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