Addiko Group focuses its activities on the Consumer and SME segments, providing both unsecured lending and payment services. The value proposition across these focus areas is based on convenience (a single interaction whenever possible) and speed (fast enough so the customers do not require alternative solutions), as customers from these groups are more likely to require standardised and simple products and services for which convenience and speed are more important than advisory services.
Addiko Group has a well-established physical branch network in the region to promote its digital offerings while, at the same time, providing current and potential new customers with the reassurance of being able to speak to bank representatives in person as well as the opportunity to provide physical signatures where legally required.
The development of digital capabilities is an essential pillar in the implementation of Addiko Group’s strategy. By digitalising sales and services, Addiko Group is able to deliver increased convenience and speed to its target customers, operate efficiently, optimise costs and achieve wider coverage compared to its physical branch network alone, whilst the degree of digital maturity in Addiko Group’s markets increases.
The following primary strengths are the main drivers enabling Addiko Group to successfully pursue its strategy:
Well positioned region for convergence of underpenetrated banking sector Addiko Group operates in the last EU convergence region in which financial intermediation is low and digital transformation is still nascent. In addition, the unsecured consumer lending market is growing faster in this region than in the EU. Addiko Group believes its offering of straightforward banking with enhanced digital capabilities will provide a solid basis for increasing its future business in the region.
Well-established, pan-regional platform with potential for synergies and operational leverage for future competitiveness Addiko Group has a powerful combination of in-depth international expertise and local capabilities with CSEE presence, creating a regional team that provides a lean and efficient platform for pursuing its business strategy. Addiko Group has an efficient operating model with key functions outsourced across the network of subsidiaries which enables a reduction in costs via centralization of services, economies of scale, agility and execution power as well as talent attraction.
Transforming into focused Consumer and SME specialist Addiko Group transformed from a universal bank into a specialist bank for the CSEE region, focusing on highly profitable Consumer and SME Business lending (defined as “focus areas”) and providing simple, convenient and digitally empowered banking services. Addiko Group offers straightforward banking, which is consistently reflected in its customer communications. Convenience and speed are among the most important factors for customers in the Consumer and the SME Business segments. Addiko Group’s specialisation in Consumer and SME lending is supported by prudent risk management of a solid, well-provisioned portfolio from past business, which it can utilise in the framework of a managed run-down to finance its expansion into Consumer and SME business.
Unlocking opportunities in traditional markets with innovative digital solutions Addiko Group has placed the further development to digital banking at the core of its strategy. Addiko Group has implemented technological solutions that have already been thoroughly proven in more developed markets but are viewed innovative in CSEE markets. Addiko Group believes that its focus on digital banking will help it to gain market share in its focus areas without having to expand its branch network.
Solid balance sheet foundation enabling increases in profit Addiko Group has a solid and well-capitalised balance sheet that supports the expansion of its business in its focus areas of Consumer and SME lending. In relation to funding, risk parameters and capital base, Addiko Group operates with strong parameters with respect which provide it with the financial ability to pursue its strategy.