How MSB Boosted Online Transactions by 40% and Credit Card Registrations by 86% with AI-Powered Personalization

Behind the Brand: MSB’s Ambition to Lead Vietnam’s Digital Banking

MSB (Maritime Bank) is a top commercial joint stock bank in Vietnam, recognized for its focus on innovation and digital transformation. Serving millions nationwide, MSB sought to evolve its fragmented, manual marketing processes to become more agile, data-driven, and personalized. MSB decided to partner with Insider as part of their big transformation growth project. 

Mr. Vu Ngoc Bong Lai, Director of Strategy & Innovation at MSB, shares how Insider enabled the bank to:

• Unify customer data across channels, delivering consistent personalized journeys.
• Remove IT workload, enabling marketers to launch campaigns quickly.
• Achieve impressive growth in online credit card registrations
  Insider’s real-time omni-channels delivered seamless messaging and engagement on SMS and Zalo channels.
• Drive efficient campaigns that reduce spending on costly engagement channels.

Its story is a roadmap for banks aiming to modernize customer experiences in a fast-changing landscape.

The partnership with Insider delivered transformative results through three key pillars:

Automated Customer Journeys at Scale: MSB launched over 50 automated journeys, spanning registration, onboarding, first transactions, retention, upsell, and cross-sell. Using real-time AI-driven personalization, the bank bridged web and app touchpoints to optimize user experiences. This resulted in a 40% increase in online transactions and an 86% surge in credit card registrations.

AI-Powered Agility and Cost Savings: Insider’s Sirius AI empowered MSB’s marketing team to auto-generate targeted journeys like reactivating inactive app users, build predictive segments, and optimize content. Automatic testing of channels and timings led to a 5x increase in click-through rates on SMS and Zalo Notification Service (ZNS) campaigns, while reducing dependency on IT.

Engagement through Gamification: Interactive elements including spin-the-wheel games and pick-a-gift rewards were embedded into banking journeys. Customers earned vouchers and exclusive rewards by completing onboarding or transactions. This gamification boosted conversion rates by 30% in just three months, creating memorable and fun digital banking experiences.

What MSB Achieved with Insider

• 50+ automated, personalized customer journeys rolled out
• 86% uplift in online credit card registrations
• 40% jump in online transactions
• 5x higher CTR on SMS/ZNS campaigns
• 30% conversion rate increase via gamification
• Faster campaign launches with less IT involvement

MSB Leadership on Insider’s Impact

“With Insider, we’ve transformed our customer engagement across digital touchpoints. What once took weeks and heavy IT support now happens in hours. Insider’s AI and Architect tools drove remarkable growth and higher engagement while cutting costs. Insider is a true partner accelerating our digital transformation.”

— Vu Ngoc Bong Lai, Director of Strategy & Innovation, MSB

Why This Matters for Banking Innovators

For financial institutions wrestling with fragmented data, complex processes, and rising customer expectations, MSB’s story showcases how AI-powered personalization and automation can drive measurable growth. It elevates digital banking from routine transactions to rewarding experiences that nurture loyalty and increase activation.

Looking Ahead at MSB’s Ambitions

MSB plans to double its automated journeys by 2026, expand cross-selling of services, and pioneer seamless online-to-offline banking. Insider’s AI-centric platform will continue powering MSB’s goal to unify digital and branch experiences, setting a new standard for banking in Vietnam.

Ready to Transform Customer Engagement Like MSB?

Book a demo to discover how Insider’s AI-powered platform can help your financial institution automate journeys, personalize engagement, and unlock exponential growth—without the usual complexity.