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: