Claudia Vassena
Intesa Sanpaolo
Head Sales and Marketing Digital Retail
Intesa Sanpaolo won gold at the 2023 Qorus-Accenture Banking Innovation Awards In the category Neobanks & Specialized Players with Isybank, a digital back for the mass market. Dr Claudia Vassena, Head of Digital Retail Sales & Marketing at Intesa Sanpaolo, looks back on this victory and tells us more about Isybank, a highly acclaimed project that has caused a sensation in Italy.
Can you introduce yourself and tell us more about your role at Isybank?
As the Head of Digital Retail Sales & Marketing at Intesa Sanpaolo, I am responsible for all the products that compose Isybank’s offering.
My duty is to constantly ensure our digital bank has a state-of-the-art offering, so that Isybank can stand out in the market as a clear and forward bank truly aligned with customers’ needs.
Our team puts utmost attention and care into the definition of all products, from account plans to salary advance. Apart from products, we oversee all communication campaigns that cover proprietary and external channels, to boost Isybank awareness in the market.
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What made you most proud of the Isybank project? What was your greatest achievement in making it happen?
I see the whole bank as a great achievement – it’s difficult to single out what makes me most proud. Probably the most amazing part was the timeframe: we launched a new digital bank and had it up and running in only a year, with not only current account and card, but even a salary advance feature and wide range of payments solutions. We tested the solution for a few months in the open market, with surprising results on customer acquisition, and then migrated ‘digital’ customers from Intesa Sanpoalo.
Among the greatest sources of pride, I have to mention the joy, passion and dedication that all our team has put into this project, tangibly contributing on a daily basis. I believe that such a result represents a solid proof of our continuous and ongoing commitment to innovation, which in turn brings satisfaction to those customers who recognize the advantages, the convenience and the speed of Isybank.
What is the most important thing you would tell someone considering embarking on a similar project?
All the team must believe in it, truly! You have to set clear goals and be aware that you are meeting what customers are demanding today – they want to solve problems quickly, get quick answers from the bank, and also be able to independently manage purchases. Trust, competence, passion and a lot of courage!
All these ingredients are behind Isybank’s secret recipe, flanked by a digital branch where our colleagues are available to support customers.
What's coming next for the Isybank project?
The best is yet to come! Many new features still await our customers, we’ll be enriching both our offering catalogue and dedicated promotions.
For example, in a few months all credit product catalogue will be covered. Besides small ticket installments and mortgages, customers will be able to apply for credit cards and loans in-app. This will definitively distinguish us from challenger banks that don’t have this offer.
Isybank was born in June 2023, we are only at the beginning of a journey that will lead us to new frontiers. We’ll enjoy our journey with high enthusiasm, and I’m sure our customers will do the same and will be surprised by the amazing features and advantages that they will benefit from.
What would you say to companies that might consider entering the 2024 Banking Innovation Awards?
Participating in the Qorus Banking Innovation Awards is an opportunity that must be seized, for the satisfaction of making one's projects known to the widest audience and for the ambition of having an important recognition – we are talking about the Oscar awards of banking. After the win, we observed positive sentiment on the web, testifying to the prize’s credibility.
What does this award mean to you and your innovation team?
This award is the reward to all the people who worked on the project. It means a lot to us because it’s a tangible sign of gratitude from such an experienced audience and from the market as well.
Qorus members can access a complete feature including a detailed presentation of all the winners here
