Axis Bank unveils ‘open’ to offer digital banking services

By Gloria Mathias

Axis Bank has announced the launch of ‘open by Axis Bank’, its digital bank proposition in its advertising campaign that focuses on the Bank’s digital capabilities.

The launch is a culmination of the Bank’s multiyear effort to launch a digital bank within the bank, which is focused on delivering a personalized, intuitive, and hassle-free digital banking experience. The introduction of this mobile application underscores the Bank’s pivot towards enhanced digital offerings.

The campaign signifies the Bank’s evolution into the digital realm, in which ‘open’ continues to be relevant and remains at the core of crafting the new digital avatar. The launch seeks to establish ‘open by Axis Bank’ as the epitome of digital banking, combining features in a user-friendly interface for both existing and new customers.

Sameer Shetty, President & Head – Digital Business and transformation, Axis Bank, said, “We had laid out our aspiration to build Axis 2.0 as a digital bank within the bank. This journey has been delivered keeping the customer at the very core of every conversation and decision. It is part of all our customer interactions, product designs and process innovation journeys. We have been continuously investing in digital-first products that reimagine customer propositions, both for existing bank customers as well as for new ones. Axis 2.0 is now open by Axis Bank, and we will continue to deliver personalised, individualised, hassle-free customer experiences under this umbrella.”

“open by Axis continues to see strong growth, with Monthly Active Users of 13 million and nearly 8.4 million non-Axis Bank customers. With a rating of 4.8 on the Google Play store, the Bank continues to remain among the top players in the Digital banking space. Our power-packed mobile App ‘open by Axis Bank’ is a stop solution for all the digital banking needs with 250+ banking services on the go.”, Sameer further added.

By constantly building on its brand principles of ‘open’, Axis Bank reiterates its promise to provide differentiated digital experiences in today’s evolving banking landscape.