Speaker
Description
The impact of banking digitalisation on retail and corporate client acquisition in Romania
Extended Abstract
This paper examines banking digitalisation in Romania from the perspective of financial institutions’ capacity to attract new clients — both individuals (retail) and legal entities (corporate) through digital channels. The study is motivated by the accelerated structural transformation of the Romanian banking system, particularly after 2020, when the COVID-19 pandemic compressed four to five years of digital progress into a very short timeframe. IRES/ARB (2024) data confirm that 57% of the adult population now conducts transactions via internet or mobile banking, compared to 30% in 2020, marking the threshold of mass digital adoption.
The research is structured around three objectives: assessing the effective digitalisation level of six major institutions (BCR, Banca Transilvania, Raiffeisen Bank, BRD, ING Bank and Revolut) through measurable indicators; identifying the critical success factors in digital client acquisition beyond the mere existence of mobile applications (UX/UI quality, onboarding simplicity, processing speed, perceived security); and analysing the fundamental behavioural differences between retail and corporate segments, with emphasis on the digitalisation gap recorded among SMEs.
Methodologically, the study adopts a descriptive-analytical approach combining a systematic literature review (2011–2025) with critical examination of institutional reports (BNR, EIB, IRES/ARB) and conceptual modelling of causal mechanisms linking digitalisation, user experience and banking performance.
Preliminary results indicate that digitalisation significantly enhances client acquisition, but its impact differs across segments. Retail clients are primarily driven by convenience, speed and ease of use, while corporate clients focus on operational efficiency, integration with internal processes and regulatory compliance. The findings also reveal a persistent digital gap among SMEs, which represents both a structural limitation and a potential growth opportunity for banks.
A fundamental behavioural asymmetry is confirmed: individuals adopt digital banking for convenience and speed, while legal entities prioritise operational efficiency and regulatory compliance integration. A persistent gap among SMEs where 72.1% record very low digital intensity represents both a vulnerability and an unexploited market opportunity. The study proposes an integrated framework for analysing banking digitalisation as a strategic vector of institutional growth.
Keywords: banking digitalisation, digital onboarding, open banking, customer acquisition, banking performance, SMEs.
