Sberbank spoke in favor of the new logic of financial services

Kirill Tsarev, First Deputy Chairman of the Board of Sberbank, presented a new strategy for building an ecosystem of financial and non-financial services. Speaking at the Made in Savings conference, the top manager suggested linking services based on clients' life scenarios, rather than specific company products.

Building an ecosystem around clients' life scenarios, rather than around specific products, is a way to combine all the features and services for a client into a seamless and intuitive space, according to the bank. Tsarev expressed the opinion that people will gradually use additional services more and more. According to him, this will increase the frequency of access to the application and the depth of its use. "We keep a balance between short—term income and long-term cooperation with clients, as the latter is more important to us," Tsarev emphasized.

As metrics of the effectiveness of such a strategy, Sberbank uses the number of product penetration per customer, the degree of customer satisfaction (NPS indicator) and the growth of the customer base. From a financial point of view, the bank estimates SLTV (Second Lifetime Value) — how much income a client brings to the company over the entire period of his "life", plus how much he will bring in addition through repeated purchases, reactivations and cross-sales.

At the end of last year, Sber launched the For Life space, which contains all non—financial services - recreation, entertainment, shopping, as well as personalized offers and discounts. The bank has also developed and launched mini-ecosystems "Home", "Auto", "Family and security".

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