No matter how accustomed we are to the idea that banks are just services for transferring or storing money, the reality has long been different. Every year, the financial behavior of Ukrainians changes, becomes more thoughtful and expert. We now do not just open a card to withdraw cash - we want convenience in the application, honesty in tariffs, care for our needs and, even, shared values with the bank. Customer expectations have changed: Ukrainians began to choose not just products - we choose the best user experience. And at the same time - a sense of security. Because when the world around us is unstable, trust in the bank is not a trifle, but almost a guarantee of inner peace.
All of the above are not empty statements. Since I work in the banking sector, I was able to analyze exactly what is important for Ukrainians in banking services now, in 2025. So, I am happy to share.
Digital convenience comes first
The vast majority of Ukrainians expect all banking services to be available online. The mobile application has already become one of the main channels of interaction with the bank. The interface, speed of operation, the absence of failures and 24/7 support are critically important factors. Online account opening, payment of utility bills without commission, instant transfers, purchase of currency, opening a deposit - all this should be available without visiting a branch. And at the top - chats. Yes, yes, chats: in Telegram, Viber and Facebook - that is, wherever it is convenient for the client. And although many requests still come to telephone channels, I can say: the share of requests in chats has increased significantly during the war years. Because the client can write even at night, and from abroad, and even from the front line - and making such a request by voice is not always convenient.
Transparency and honesty
Customers are increasingly demanding clear and fair terms: no hidden fees, confusing rates, or “fine print” in contracts. Banks that openly explain their products and allow easy comparison of terms receive higher trust. After all, Ukrainians today do not want to waste time on carefully studying all the papers, nor money on hidden fees.
Reliability in unstable times
During times of martial law and economic instability, consumers especially value reliability. A positive reputation, guarantees of funds safety, deposit insurance, stable work during crises and blackouts — all of this has gained special importance when choosing a bank.
Speed of Service
Ukrainians value their time more than anyone else. Excessively long calls to the Customer Care Center, delays in transfers or processing applications - all this negatively affects the bank's reputation. The advantage lies with those who have automated processes and minimized the human factor. With those who work really fast.
Security of financial transactions
Cyberattacks, fraud, and data breaches have become a serious threat. Consumers expect their banks to provide a high level of cyber protection: multi-factor authentication, transaction notifications, account access control tools, and lightning-fast response to suspicious activity.
Individual approach and personalization
As you know, Ukrainians as customers are super-demanding. So demanding that Ukrainian banking services are, without exaggeration, one of the best in Europe in terms of convenience and speed. Because it is our customers who expect banks to understand even their personal needs. Our banks are increasingly using Big Data and artificial intelligence (AI) to analyze customers' financial behavior and offer individual solutions. Such as special credit conditions, deposits with flexible terms - for example, with the ability to receive interest in advance, as well as more niche products: offers for temporarily displaced persons, military personnel, volunteers, crypto enthusiasts, and others. And we also love personalized cashbacks, of course.
Bank social programs
After the war began, Ukrainians have been closely monitoring how banks are behaving during this extremely difficult period. For many, it is really important whether a bank supports the Armed Forces of Ukraine, helps displaced persons, promotes the development of charity, lends to the development or restoration of small businesses, and generally participates in social initiatives, of which there are so many now.
Promoting the development of financial literacy among Ukrainians
Successful banks in 2025 will not only sell products, but also continue to educate customers. Educational initiatives are becoming popular: online courses, tips on buying currency, budget management, protection against fraud, investing. Such information support builds trust and increases loyalty.
Innovation and rapid implementation of new solutions
And customers highly value banks that keep up with global financial trends: integration with "Diya", digital wallets, payment via QR, online currency exchange, digital signatures, remote authentication - all of this has already become an expected standard.
The impact of influencers and recommendations
Word of mouth hasn't disappeared in the digital age—it's just changed form. Reviews, surveys, forums, and social media responses significantly influence bank choices. But increasingly, customers are choosing a bank not based on the number of likes, but on the sincerity of recommendations.
Price and value
Despite the increasing influence of intangible factors on the choice of a bank, the cost of service remains extremely important for us. However, it is not only about a low price - although the price should definitely not be higher than the market price. But the modern client also evaluates the ratio: price - quality - benefit. The product must correspond to its price and carry real value.
What next?
And then - even better and faster, even more innovative. Because if in 2025 the client is a conscious market participant who expects from the bank not only high-quality services, but also ethics, transparency, social involvement and personalized experience, then further competing for the hearts and wallets of Ukrainians will be even more interesting. So, banks that adapt to these ever-growing expectations in a timely manner will receive real love from customers, including their trust and money.
