World's best banking app? Still made by KBC!
Fifteen years after its launch, KBC Mobile has been crowned best mobile banking app
in the world for the third year running. But what exactly does that mean? And who gets
to decide? The story behind this distinction, in four questions.
In its Global Benchmark Study, international consultancy firm Sia compares 145 banking apps across 22 countries. Widely regarded as the industry reference, it is the most comprehensive assessment of mobile banking applications currently available.
‘Seeing KBC top this ranking once again is a real boost for everyone in Team Blue,’ says KBC Group CEO Johan Thijs. ‘We were pioneers when we took our first steps into the digital landscape back in 2011. No-one could have imagined back then we’d be here today. This recognition confirms that our Digital First strategy is the right one. More so, it’s a testament to a company culture encouraging initiative and experimentation.’
For David Moucheron, CEO of KBC’s Belgium Business Unit, this recognition highlights the international standing of our Belgian-based technology. ‘It's remarkable to see KBC Mobile setting the standard on a global scale. That's something our customers and colleagues can genuinely be proud of. I wish to thank everyone who has put their weight behind it.’
1. How objective is this ranking?
Sia applies a fixed methodology, assessing banks against twelve criteria across three, i.e. functionality, user
experience and app store reviews. In short, the Global Benchmark Study measures not only a bank’s digital
capabilities, but also – and more particularly – the extent to which it provides personalised support to
customers in their daily lives.
This is precisely where KBC endeavours to make a difference. ‘The customer is our starting point for everything we do,’ stresses Karen Van De Woestyne. As General Manager for Digital Transformation & Ecosystems, she is convinced that innovation is never an end in itself. ‘Our main priority is making life as easy as possible for the people who use our app. That's why we focus relentlessly on what customers expect today: simplicity, speed and security.'
In addition, this survey also highlights international best practices, emerging trends and areas for improvement, helping banks understand how they compare with competitors around the world.
2. What makes KBC Mobile a global frontrunner? The jury’s verdict:
‘To rank among the top digital leaders, an app needs to excel both in functionality and user experience. KBC Mobile does both,’ concludes Etienne Ranwez, Managing Director and Head of Financial Services at Sia. However, finishing first for a third consecutive year is far from a given. ‘The industry continues to evolve at a rapid pace. New technologies emerge every year, allowing us to raise the bar and increase our expectations across several criteria.’
What sets KBC Mobile apart is a wide range of services that go beyond traditional banking and insurance services, explains Ranwez:‘With ecosystems such as MyMobility and MyHome, KBC genuinely goes beyond banking. Their user-friendly, endto-end digital journeys are crucial in this regard.’
Autonomy is the key word in this story. Opening an account. Filing a claim. Applying for a mortgage. Buying a train ticket. Customer can do this themselves thanks to their digital assistant Kate. Behind these services lie years of innovation and development, explains Karen Van De Woestyne. ‘The constant evolution of KBC Mobile is the result of the dedication, creativity and expertise of colleagues who work every day to make the app even better.’
In a hyper-digital environment, the human aspect becomes even more important: ‘Behind the scenes, we work hard to create a seamless experience. And whenever customers need advice or explanation, our colleagues are there to help. Digital where possible, personal when necessary.’
3. What does this distinction tell us about customers’ needs?
For now, KBC continues to lead the market in digital innovation. According to Johan Thijs, Kate plays a central role in that success. ‘Kate is at the heart of our data-driven approach. Five years after launch, Kate answers eight out of 10 customer questions without human intervention. Today, our digital assistant supports 6.2 million customers across Belgium and our core international markets. And just one week after launch, Kate Wallet is being used by 100 000 people in Belgium. This amply illustrates that our customers value a proactive and personalised approach.’
This development is in line with our ambition for KBC Mobile to be more than just banking app. At the same time, however Thijs underlines that human expertise remains indispensable. ‘The machine provides the insight, but people make the decisions and retain ultimate accountability.’
4. Is KBC Mobile future-proof?
‘It's always rewarding when an independent research firm endorses our efforts. But that's no reason for us to sit back and relax,’ Thijs emphasises. ‘Ultimately, our customers’ day-to-day experience remains the most important touchstone.’
Customers expect their bank to think ahead, anticipate their needs. They rely on us for relevant insights and practical support to guide them through life's decisions. KBC isn’t just there for that one long-distance trip – we’re the bank for life’s journey.
Sia’s analysis shows that the sector doesn’t stand still. just how quickly the sector is evolving. Artificial intelligence and digital security will continue to reshape banking. At the same time, challengers are rapidly closing the gap in areas such as day-to-day banking, customer support and digital services.
However, Etienne Ranwez concludes: ‘In a rapidly changing landscape, being locally embedded is a big advantage for players like KBC.’
Kate and KBC Mobile in figures
• Since being launched, 106 million conversations have been started with Kate
• Kate can answer eight out of 10 customer questions independently
• Our digital assistant serves 6.2 million customers in Belgium and our core markets
• 60% of customers in their eighties use KBC Mobile
