Representatives from the MSB, Backbase and SmartOSC. — Photo provided by the agency

Maritime Commercial Joint Stock Bank (MSB) has made a strategic investment in the Backbase Engagement Banking Platform, with local implementation support from Backbase’s partner, SmartOSC, a premium digital enabler, Backbase, the platform's creator has said.

This milestone marks a pivotal step in MSB’s journey toward customer-centric modernisation, advancing its digital factory, and delivering seamless experiences that drive financial innovation in Việt Nam.

Nguyễn Hoàng Linh, CEO of MSB said: "Through this platform, we will unify, modernise, and launch our retail and business banking channels on a single platform within the next 12 months, achieving the speed, agility and control needed to scale up differentiated customer experiences."

Riddhi Dutta, Regional Vice President for Asia at Backbase, said Backbase provides a strategic architecture that complements and amplifies MSB’s current efforts, fostering growth without disrupting the valuable work already in place.

"This approach ensures business continuity while advancing their digital transformation on their own terms, driving progress in a way that aligns with their established processes,” he said.

With this investment, MSB aims to enhance key performance indicators in accordance with its five-year strategic plan including increasing omnichannel acquisition by 10-20 per cent through end-to-end digital journeys, growing digitally active customers to 20 per cent for retail and 23 per cent for enterprise banking, and ensuring 60 per cent of retail and 40 per cent of enterprise banking customers are acquired digitally. — VNS