11/01/2018 a les 15.20

Sílvia Cunill, director of Innovation, Marketing and New Channels at Crèdit Andorrà, explains the new developments that will shape the retail bank of the future.

How important is innovation in the current retail financial services landscape?

Innovation is one of the most important pillars of the current panorama of retail financial services. In a world that is evolving faster all the time, where there’s a huge influence from new technologies and where clients are more demanding, innovation is an ally of banks when it comes to being close to clients and being able to meet their demands.

What is Crèdit Andorrà’s strategy for innovation? What makes your focus unique?

For some time now Crèdit Andorrà has been involved in a process of digital transformation. For that reason, the group has made a strong commitment to innovation. The objective is to be close to the client, to respond to the needs of the market, to keep its users and also to capture new clients – young people in particular.

The digitisation that Crèdit Andorrà is proposing means going for an omnichannel approach, online services and the digitisation of communications. This will guarantee availability for the client and being in the vanguard of the new technological products. In this regard, Crèdit Andorrà has adopted as its own the words Want to innovate? Then act like a start-up. Crèdit Andorrà applies this philosophy, together with the group’s ability and resources, to allow us to innovate and reinvent ourselves in order to offer the best solutions to the market and a better service to the client. The proof of this is the Merkaat project.

Tell us more about Merkaat and any other innovation projects that Crèdit Andorrà is most enthusiastic about…

Merkaat is the first advisor in digital investments that responds to the paradigm shift in banking business as it democratises advisory services for the affluent segment and adapts to the millennial culture and their new habits of financial consumption. Merkaat offers a pioneer service of hybrid consultancy that has high added value and is a pioneer for the new generations that want to profit from their savings.

Internally, Crèdit Andorrà has created an incubator inside the group to foster and strengthen internal talent. Multidisciplinary technical resources have been allocated to developing the project, and Agile methodology have been chosen to meet tight deadlines and encourage new working dynamics.

Also, Crèdit Andorrà has allied itself with the American multinational Salesforce to implement a Customer Success Platform solution – a matrix tool that leads to greater efficiency and effectiveness. This platform is integrated with the bank and insurance company’s core systems.

Other initiatives have been the incorporation of the contactless payment system in our cards, as well as the renewal of the e-Crèdit online banking solution and the implementation of new functions in the Crèdit Broker service.

How do you expect retail banking to evolve in the coming years?

The industry that we see now will be very different in future years. The speed at which the market is evolving is proof of that – banking now is not what it was five years ago. Crèdit Andorrà will not only keep a close eye on new developments and innovations that appear in the sector, but it will seek to move ahead to maintain its leading position in Andorran banking in the field of digitisation. Putting the client at the centre of decision-making is the key to the success of retail banking in the future. In this regard, being close to the user, being available at any time and the ability to react to the client’s needs will be very important.


Sílvia Cunill, director of Innovation, Marketing and New Channels at Crèdit Andorrà.

Última modificación: 25 marzo 2020



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