Raiffeisenbank bought a domain shortly before a new product launch

The official website of Raiffeisenbank can now be accessed using a short domain name raif.ru. This will simplify the interaction of clients with the bank and provide even more comfortable access to digital channels. The new domain was launched shortly before the launch of a new product, the concept of which also requires the ease and simplicity of any communication with the bank.

Raiffeisenbank / Raiffeisen / Raif

«The classic concept of the bank has evolved over the past few years. Due to the rapid development of financial technologies, banks began to be perceived as tech companies with much broader opportunities than a bank has in the classical sense. For this reason, many market operators get rid of the word «bank» in their brand names. We are not building an ecosystem, although some of its elements are part of the strategy, we focus on the convenience and simplicity of our financial products, services and channels," Vitaly Lavrinets, the Head of Retail Digital Platform Development at Raiffeisenbank said.

About 15% of the traffic on the official website raiffeisen.ru is direct traffic, that is, clients type in the domain name in the address line of the browser. Reducing the domain to four digits Raif.ru will make it easier for clients to visit the site, as well as eliminate numerous mistakes in spelling.

Simple to make it easy

«Raiffeisenbank wish to make products, services and channels of interaction with the bank simple and convenient so that it is easy to manage finances. This formula formed the basis for the concept of a new product that Raiffeisenbank will soon introduce to the market. The new domain perfectly reflects our approach to interaction with clients," Maksim Stepochkin, the Head of Non-Credit Based Products at Raiffeisenbank, added.