MSB unifies banking platform to target 200 000 monthly new users

Vietnam Maritime Commercial Joint Stock Bank (MSB) has launched a new digital banking platform designed to unify retail and enterprise customer experiences. The apps were unveiled at a launch event in Hanoi, featuring a total of 200 guests, including bank leadership and partners from Backbase and SmartOSC. The bank's decision to build two apps on one unified platform aims to provide a consistent experience for both customer groups, rather than having two separate and disconnected systems.

MSB's new retail app introduces features such as Security Hub for account protection and end-to-end lending journeys for new customers. The enterprise app streamlines the process for both credit and non-credit journeys, eliminating the paperwork-heavy procedures that business customers previously faced. The bank anticipates 200,000 new retail customers and 500 new enterprise customers joining monthly through its self-serve onboarding journeys.

MSB has redesigned nearly 40 end-to-end customer journeys and digitized 70% of its internal processes as part of the rollout. The bank chose Backbase for its flexibility and ability to tailor the platform to MSB's specific goals, while SmartOSC provided local market knowledge and support to ensure a successful implementation.