60% of Russians are willing to switch banks for non-financial services — survey

      April 7, 2026 18:09 Economy Most Russians find it convenient and beneficial to include offers from partners in their mobile banking, according to a VTB survey*. 60% of respondents** are ready to switch their main bank if they receive personalized offers on goods and services from partners in another bank.

      55% of respondents also indicated that a clear and beneficial loyalty program, as well as tips on the most effective savings, such as how to save for a specific goal (55%), are decisive factors for changing banks.

      Additionally, Russians are interested in the ability to order a wide range of goods and non-financial services through the bank's app. The top 5 included: food and ready meals (56%), hotel and ticket bookings (49%), purchasing electronics and household appliances (46%), clothing and accessories (44%), cosmetics and household chemicals (39%).

      An absolute majority (89%) would like to see clear instructions within the app on how to increase their status in the bank and receive all related benefits. The same number expressed support for grouping all services within the online bank by themes for easy searching.

      “The functionality of modern banking apps is no longer limited to purely financial services. Users are getting used to the idea that they can order not only certificates and statements in an online bank but also products, electronics, or book a trip. Partner offers within the financial ecosystem allow for a broader range of services and cashback to be offered to clients. They are more trusting of what can be purchased through the online bank, receiving additional benefits from both the seller and the bank,” commented Daniil Pokolodny, Senior Vice President of VTB and Head of the Partnerships Department.

      VTB Online has begun updating its functionality and design. In the new version of the app, users can upgrade their service level, take advantage of life services from bank partners, and receive online consultations 24/7.

      *The survey was conducted in February-March 2026 among 1,500 adult residents of major Russian cities.

      **Multiple answers were allowed.

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