Would you buy cinema tickets, book a hotel room, or get your mobile data plan from your bank?
With competition fiercer than ever, a growing number of banks are going beyond banking — and even beyond banking-adjacent products like insurance — and offering products you wouldn't normally expect from them.
But are these initiatives moving the needle when it comes to boosting loyalty and engagement, or a distraction from what really matters: seamless, personalised, and digital-first banking experiences?