Niche banking

Toyota Bank Polska launched its internet-banking service last week, at the same time that Fortis Bank Polska introduced its updated e-banking systems. Both offers target a clearly defined customer group.

"The project was customer-driven - our clients expected this kind of offer," explained Walter Leyendecker, the chairman of Toyota Financial Services in Europe. The company choice of Poland as the first country in which to launch the service was due to the brand's exceptionally strong position in the country, as well as its strong base of reliable local partners.

Toyota hopes that its new service will reach beyond owners of Toyota cars. Through offering both individual and corporate internet banking, Toyota hopes to attract the widest possible client base. The bank's customers will have access to a range of payment-card options and various loyalty programs, including those related to car usage. In the long run it wants to provide a full range of financial services. "We do not intend to become the top bank," said Piotr Juda, CEO of Toyota Bank Polska. "It will be the quality of the service that counts." Toyota hopes to gain around 100,000 clients over the next three years.

Fortis Bank Polska's new Pl@net system is directed to a more select group of customers. "We investigated our client group and their expectations carefully," Bartosz Chytła, deputy CEO of Fortis Bank Polska, told WBJ. "Corporate clients and affluent individuals will remain the bank's target," he added.

The system highlights increased security, a user-friendly interface, new solutions for payment-card management, and servicing loans and investment funds. "We cannot be the leader in every segment, therefore, we want to retain our focus and concentrate on a certain niche," said Chytła.