To make it easier to work with a wide audience, we segmented it according to their willingness to join mono. In in-depth interviews and focus groups, we saw three similar types of people, who were given names.

“Monolovers”

Mono customers who love the brand and are proud to be the first to join. They are happy to share their experience with others.

“Potential monolovers”

This group is the main source of growth right now.

They've heard a lot about mono, seen the app, and recognized the benefits. They are not against becoming a customer, but “Not quite there yet”

“It's okay”

A strategically important group. You need to start talking to them right now to ensure long-term growth.

People who either don't know or have heard but are not interested. They are dissatisfied with banks, but continue to live with them out of habit because “all banks are the same”. For them, a “bank without branches” is rather a disadvantage, because “there is no feeling that the bank exists in reality if it is only on the Internet.”

These people respond to the app demonstration, but promise to sign up later, when the brand becomes popular and “everyone starts using it” because “it's more reliable.”