Corina Ciurea-Samanati. Maib business strategy until the end of the year: to win hearts, to inspire transition

Pavel Zingan in an interview with Corina Ciurea-Samanati, Head of the Daily Business Banking Department at maib 

Corina, hello. A year ago, we conducted an interview in which we noted the beginning of an active increase in downloads of the new maib business app. What results have been achieved in this area over the past year? 

Today, we are not just talking about technology; we are talking about a new experience that should become every user’s favorite. Downloading the new maib business app marks the beginning of a new chapter, where convenience, speed, and customer care are the top priorities, and this is precisely what I would like to focus on in our discussion today. Because we have a grand task ahead – to complete the migration of all users from the old app to the new one.  

What stage are you currently at? Do you have any statistics in this regard? 

About 21,500 clients out of the total of approximately 39,000 legal entities served by maib. This means that more than half of legal entities have already chosen the new digital experience and it is worth noting that, since the beginning of the year, the number of active companies has increased by 72%, which underlines the trust of clients and the advantages of the new application. 

Digital transformation is impossible without a transformation in mindset. Our main task now is to change habits and ways of thinking. Although the new maib business app has become simpler, faster, and more intuitive, habits formed over years of using the old Internet Banking version do not disappear instantly. Even after downloading the new version, users often continue to act “as before” — looking for familiar buttons, repeating old scenarios, and ultimately facing frustration. At this stage, technology gives way to a human approach, specifically our 1314 support team. 

I have a proposal. Let’s review the new features of the app to highlight, in practice, the reasons that will accelerate users’ migration to the new application. 

Let’s start with the most recent. On July 31, we introduced Face ID/Face Recognition as a method for confirming transactions. This triggered a sharp increase in app downloads. In just two weeks, over 5,000 payments were authorized using this new method — and that’s just the beginning.  

Why do you think that is? 

There are at least two reasons. With Face Recognition, you no longer need to receive a confirmation SMS, which means you can now use maib business freely even abroad. In addition, although it may seem like a minor detail, each digital signature provided by mobile operators costs MDL 3, and with the Face Recognition option, you no longer incur these expenses. 

The first case has been identified. Shall we continue? 

Let’s continue. It’s clear that no one wants to talk about the negative aspects of work, but they do exist. In the old version, if multiple access rights were granted in the system, the client, as a director or owner, could not know who performed a particular payment. Now, in maib business, information about access, the individuals who executed operations, and the types of those operations is already displayed. This eliminates the risk of potential abuse. Overall, the inclusion of “roles” in the app allows the user to immediately determine their status and access, without the need for manual adjustments. 

I’m sure that’s not all... 

It’s no coincidence that our department has grown over the past few years from 12 to 60 employees, particularly in IT specialists. We constantly communicate with clients to identify issues, needs, and recurring situations that require solutions. For example, your driver is stuck at customs, you need to make additional payments, it’s night, and the situation must be resolved immediately. 

And how do you solve it? 

You can open a business card for your driver even at night, fund it immediately, and give them the ability to make the necessary payments. 

And on weekends? 

Yes, the same applies on weekends as well. 

What else is fundamentally new in maib business? 

Quick payment cancellation in just a few clicks. If you make a payment by mistake, whether in lei or in foreign currency, you now have the option to cancel it. We initially considered this feature as a “nice-to-have,” but judging by usage statistics, it has clearly become a “must-have.” 

I’d also like to highlight the integration with the company’s accounting software. Seven statement formats are already integrated with 1C. 

Additionally, very soon you’ll be able to negotiate the foreign currency purchase rate directly through the app; we’re just finalizing the last adjustments to launch this functionality.  

And best of all... 

Deposits. Viewing, funding, and withdrawals are already available through the app. Opening a deposit currently requires a branch visit, but even this step will soon be eliminated. 

What should we keep in mind as a final thought? 

By the end of the year, the old application will be deactivated. Therefore, our strategy is to “capture and transfer.” Over the remaining four months, we aim for clients to discover all the features maib business offers, to fall in love with the app just as we have, and to migrate to it. 

Additionally, very soon, it will be possible to open the first account not only at a branch but directly in the app. Download and access it—opening your first account will be free.