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BEKB-BCBE
How has BEKB-BCBE reshaped its sales and marketing to drive growth?
BEKB completed Strategy 2025 and shifted from interest-reliant lending to diversified services, recording 163.4 million CHF net profit in 2024. The bank blends digital channels and regional branches to grow commissions and modernize revenue.
BEKB pairs a hybrid distribution model with data-driven marketing to attract younger clients and SMEs, emphasizing sustainability and regional leadership. Key campaigns leverage digital wealth tools and Aity-driven personalization to boost cross-sell and retention; see BEKB-BCBE Porter's Five Forces Analysis.
How Does BEKB-BCBE Reach Its Customers?
BEKB-BCBE uses an omnichannel sales strategy combining ~73 physical advisory hubs with a fast-growing digital ecosystem, plus mobile outreach to underserved Jura and Emmental areas.
Branch-led advisory
Physical locations are positioned as open-plan advisory centres focused on mortgages and retirement planning rather than teller transactions.
Mobile banking
A customized mobile bank bus provides regular services in remote communities, sustaining brand reach and customer acquisition in low-density areas.
Digital-first channel
The BEKB App (2024–2025 upgrades) handles a large share of private loan applications and basic investment sales via an AI assistant, Louisa.
Backend integration
IT subsidiary Aity links online leads to regional advisors, improving conversion rates for digital inquiries and supporting the BEKB-BCBE sales strategy.
Third-party integrations and partnerships extend distribution through fintechs and property platforms, driving mortgage originations and aligning sales with the BEKB-BCBE marketing strategy.
Channel performance and impact
By 2025, digital and partner channels materially increased efficiency, while the dense branch network preserved high-touch relationships and quality customer acquisition.
- Physical network: approximately 73 locations serving advisory roles
- Tier 1 Capital Ratio: approximately 19%, indicating high-quality acquisition
- AI-driven digital processes: Louisa automates standardized product sales and loan intake
- Third-party integrations: growing share of new mortgage volume via fintechs and property portals — see Competitors Landscape of BEKB-BCBE
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What Marketing Tactics Does BEKB-BCBE Use?
Marketing tactics at BEKB-BCBE combine data-driven digital channels, regional sponsorships and sustainability messaging to drive customer acquisition and cross‑sell; content, SEO and personalized app notifications target life-stage needs while partnerships and grassroots activations sustain brand presence across Bern.
Data-driven segmentation
Advanced analytics segment the Bernese population by life stage and financial behavior to improve targeting and product relevance.
Content & SEO focus
Investment in content marketing and SEO scaled in 2025, positioning the Finanzportal as a bilingual resource for lead capture and financial literacy.
Lifecycle content
Editorial tracks target milestones—first home, family formation, inheritance planning—to capture prospects early in decision journeys.
Personalized digital outreach
Email campaigns and in-app push notifications cross-sell insurance and investment solutions based on spending patterns and savings goals.
Regional sponsorships
Long-term partnerships with major local sports and cultural entities are activated on-site and via exclusive products like 'Fan Account' offerings.
Sustainability-led campaigns
ESG ratings and Green Mortgage promotions are integrated into paid search and display campaigns to attract energy-efficiency renovators.
Key tactical elements and metrics
Combined digital and grassroots tactics support BEKB-BCBE sales strategy, market positioning and customer acquisition while aligning with regional values.
- Finanzportal traffic growth: +38% YoY to 1.6M sessions in 2025, improving organic lead flow.
- SEO & content conversion: content-led leads account for 27% of new retail accounts in 2025.
- App personalization: push-driven product conversions rose 18% after behavioral segmentation rollout.
- Sponsorship ROI: local sports activations drove 12% uplift in brand consideration in Bern-region surveys.
For historical context on the institution and continuity of regional focus see Brief History of BEKB-BCBE
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How Is BEKB-BCBE Positioned in the Market?
BEKB positions itself as the Bank of the Bernese People, built on proximity, stability and sustainability, conveying local commitment through a green visual identity and an accessible, professional tone that uses Swiss German nuances.
Local-first positioning
Brand message 'Ganz bi dir' stresses geographical closeness and emotional alignment with customers, reinforcing BEKB-BCBE market positioning versus national and global banks.
Trust and stability
Marketing highlights the AA S&P rating to appeal to risk-averse savers and supports the BEKB-BCBE sales strategy targeting security-minded retail and SME segments.
Sustainable regionalism
Commitment to climate-neutral mortgage and investment portfolios by 2050 is central to the BEKB-BCBE marketing strategy, attracting younger, sustainability-focused customers.
Visual and tonal consistency
Distinctive green logo, modern typography and branch decor are mirrored in the app UI to ensure consistent brand experience across digital and physical touchpoints.
Brand perception metrics support positioning: a 2025 study showed BEKB-BCBE ranked top in the Canton of Bern for 'trustworthiness' and 'regional responsibility', and customer NPS for regional banks in 2025 averaged around 35–45, with BEKB among the leaders.
Value over cost
BEKB-BCBE differentiates from neo-banks by selling expert human advice as a premium service that justifies fees, supporting higher-margin advisory revenue streams.
Regional economic integration
Marketing ties brand to local infrastructure and community projects, strengthening BEKB-BCBE business approach and defending market share against digital-only competitors.
Data-backed credibility
Use of S&P AA rating and 2025 perception data in campaigns increases conversion among conservative investors and supports BEKB-BCBE customer acquisition.
Consistent omnichannel UX
Branch design, staff scripts and app flows are aligned to the same brand promise to deliver a uniform experience that boosts retention and cross-sell rates.
Target segments
Primary audiences: Bernese households, local SMEs and conservative investors; marketing mix balances community events, regional media and targeted digital ads.
Performance signals
Regional brand strength correlates with stable deposit growth and mortgage origination; BEKB-BCBE reported steady retail deposit growth in 2024–2025 versus national peers.
Brand positioning KPIs
Key metrics tracked to sustain positioning and inform the BEKB-BCBE growth plan and sales strategy:
- Brand trust index (regional survey) — tracks year-on-year changes
- Net Promoter Score (NPS) — measures referral potential
- Share of wallet with local SMEs — indicates cross-sell success
- Sustainable product uptake (% of new mortgages/investments labelled green)
Related reading: Revenue Streams & Business Model of BEKB-BCBE
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What Are BEKB-BCBE’s Most Notable Campaigns?
The Key Campaigns chapter outlines BEKB-BCBE’s major recent marketing pushes that reshaped branch roles, accelerated digital youth acquisition, and reinforced SME lending support across 2024–2025.
BEKB Future of Advisory
Launched late 2024 and running through 2025, the campaign repositioned branches as competence centers using local TV, cinema and major OOH at Bern main station; it featured real employees advising on succession and sustainable investing and drove a 15 percent increase in scheduled advisory consultations in six months.
Digital Onboarding Drive
Targeting 18–30 year olds, the 2025 drive offered a 100 CHF starter credit and carbon-neutral banking for app sign-ups; heavy use of TikTok and Instagram short-form videos produced a record 20 percent rise in new youth accounts and lowered the bank’s average customer age.
Ganz bi dir — Succession & Growth (2025)
The long-running umbrella campaign in 2025 emphasized succession support for Bernese SMEs, showcasing local success stories via a podcast and long-form regional pieces; this reinforced corporate lending growth, contributing to the institution’s role in managing roughly 40 billion CHF in total assets.
Integrated Media Mix
Across campaigns the bank combined OOH, TV, cinema, social platforms and owned content to optimize reach and conversion, aligning BEKB-BCBE sales strategy and marketing strategy to increase advisory uptake, account openings and corporate lending volumes.
Key outcomes and metrics show how the BEKB-BCBE marketing strategy and BEKB-BCBE customer acquisition efforts translated to business impact in 2025.
Advisory Conversion
Scheduled advisory consultations rose by 15% within six months of the Future of Advisory launch, improving cross-sell potential and advisory-led revenue streams.
Youth Account Growth
New accounts for ages 18–30 increased by 20% in 2025 after the Digital Onboarding Drive, demonstrating effective digital acquisition and brand relevancy among younger cohorts.
Corporate Lending Lift
Targeted SME storytelling under Ganz bi dir supported measurable expansion in the corporate lending portfolio, contributing to stability across the bank’s 40 billion CHF balance-sheet.
Channel Performance
Short-form social video delivered the highest CPA efficiency for youth acquisition, while OOH and TV drove branding and advisory appointment uplift in core markets.
Employee-led Creative
Using real employees improved trust signals and advisory uptake, aligning the BEKB-BCBE business approach with authentic service positioning.
Digital Sustainability
Carbon-neutral banking features included in onboarding supported ESG positioning and attracted sustainability-minded young clients, enhancing market positioning.
Strategic Takeaways
These campaigns illustrate coordinated sales and marketing alignment that advanced BEKB-BCBE growth plan, customer acquisition and market positioning across segments.
- Branch repositioning increased advisory-led engagement.
- App-first incentives accelerated youth acquisition.
- SME storytelling strengthened corporate lending demand.
- Cross-channel mix optimized reach and conversion.
For a broader review of the bank’s overarching approach and how these campaigns fit into the wider strategy see Growth Strategy of BEKB-BCBE
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