Organic growth would have taken years. It didn't. How we helped mBank capture CZK 80 billion in deposits in 8 months.

<p>The win wasn't driven by a better interest rate. It was built on a deep analysis of the customer lifecycle.</p><p><em>"Organic growth alone would have taken us years,"</em> says Robert Chrištof, CEO of mBank Czechia.</p><p>Tweaking interest rates would only attract customers who actively shop around the market. That wasn't enough. The real opportunity lay in the more conservative majority = customers for whom simplicity, trust, and relevance matter far more than basis points.</p><p><img loading="lazy" src="/getContentAsset/2c13c042-3a7a-424c-93a9-13038b061f7e/cb87803a-320c-480f-ab75-7b9029eaaf79/Organic-growth-would-have-taken-years.png?language=en" alt="Organic growth would have taken years" title="Organic growth would have taken years" style="width: 872px" class="fr-fic fr-dib"></p><h2 data-pasted="true">Our approach: the customer lifecycle as the foundation</h2><p>We started with a rigorous lifecycle analysis: mapping the full customer journey from acquisition through activation to long-term retention, and benchmarked it against the competitive landscape. This allowed us to pinpoint exactly where mBank was losing ground, where it was merely average, and where genuine upside existed.</p><p>The output wasn't just a list of product recommendations. It was a comprehensive framework for how the bank thinks about its customers, how it communicates with them, and how it enables seamless journeys across distribution channels.</p><h2 data-pasted="true">Why it worked</h2><p>The project succeeded because it started with data and with people. Behavioral analysis revealed that 64% of mBank's customers interact with the bank exclusively via mobile, and a full 82% operate entirely digitally. That's not just an interesting statistic. It's the foundation every design and communication decision was built on.</p><ol><li data-pasted="true"><strong>Lifecycle analysis and market benchmarking</strong><br>Full mapping of the customer journey, from acquisition through activation to retention. Competitive benchmarking pinpointed the exact moments where mBank was leaving deposit potential on the table.</li><li data-pasted="true"><strong>Customer strategy redefined</strong><br>A shift from product-led to customer-led thinking. Instead of asking <em>"what do we offer?"</em>, we asked <em>"how do people actually live with their bank, and what do they need from it?"</em></li><li data-pasted="true"><strong>Data-driven product innovation</strong><br>Analysis informed the creation of two new savings accounts, each addressing distinct customer needs, designed to work for both existing clients and new ones simultaneously.</li></ol><p>A second factor was cultural alignment. ACTUM Digital and mBank are both mid-sized companies with digital DNA and fast-moving teams.</p><p><em>"We clicked on culture and approach too. The project caught our attention because it looked at the problem in the context of the entire market and the client lifecycle,"&nbsp;</em>says Tomáš Vondráček, CEO of ACTUM Digital.</p><p>Shared mindset, shared pace, shared willingness to make decisions. The project moved fast because of it.</p><h2 data-pasted="true">Results and what's next</h2><p>The first goal was achieved in eight months. CZK 80 billion in new savings landed on the new accounts. Daily new client acquisition grew by 50% compared to pre-launch levels. mBank is accelerating toward its target of one million active customers by 2029.</p><p>But a successful project doesn't end with a milestone. Together with mBank, we've identified the next wave of opportunities, including innovations targeted at the younger customer segment, to continue delivering against their broader commercial strategy.</p><p>The full conversation with mBank CEO Robert Chrištof and ACTUM Digital CEO Tomáš Vondráček was published as a BrandVoice piece on Forbes.cz - <a href="https://forbes.cz/osmdesat-miliard-za-osm-mesicu-mbank-s-actum-digital-naskocila-na-vlnu-rustu/" target="_blank" rel="noopener noreferrer">read the full interview</a>.</p><p>Want to know exactly how we did it? The full story, from analysis to results, is laid out in <a href="/cases/mbank" data-channel-guid="bf0f72af-7483-48d9-90ec-b2f04a7cd593">the mBank case study</a>.</p>