9 April 15:33
The majority of Russians consider it convenient and profitable to include offers from partners in mobile banking, a survey showed VTB*.
60% of respondents** are ready to change their main bank if in another they receive individual offers for goods and services from partners.
55% of respondents also indicated a clear and profitable loyalty program as a decisive factor for switching banks, as well as tips on the most effective savings, for example, how to save for a specific goal (55%).
In addition, Russians are interested in the possibility of ordering a wide range of goods and non-financial services through the bank application. The top 5 included: food and prepared food (56%), booking hotels and tickets (49%), purchasing electronics and household appliances (46%), clothing and accessories 44%, cosmetics and household chemicals (39%).
The vast majority (89%) would like to see clear instructions inside the application on how to increase their status in the bank and receive all the benefits associated with it. The same number were in favor of grouping all services within the online bank by topic for easy search.
“The functionality of modern banking applications is no longer limited to purely financial services. Users are getting used to the fact that in online banking they can order not only a certificate and statement, but also groceries, electronics, or book a trip. Affiliate offers within the financial ecosystem allow us to offer clients a wider range of services and cashback. They have great confidence in what they can buy through online banking, while receiving additional benefits from both the seller and the bank,” commented Senior Vice President VTBHead of the Partnerships Department Daniil Pokolodny.
*The survey was conducted in February-March 2026 among 1,500 adult residents of large Russian cities.
** Multiple answers could be selected.
