Your bank has a digital channel. I want to say gently but directly that this is not the same as being a digital business. The gap between those two things is where your commercial performance is being lost and the distance between them is larger than most digital investment reviews are structured to reveal.
Having a mobile app and an online account opening journey is a necessary condition. It is not a sufficient one. A digital business is one where the commercial system operates as a connected whole. Marketing generates intent, onboarding converts it, product delivers on the promise, data from that delivery feeds back into the next acquisition decision. Each of those steps is connected to the next and the whole is governed as a system rather than managed as separate functions.
In a bank where digital was added to an existing structure, those connections are partial by design. The app is excellent. The CRM behind it is legacy. The data does not flow. The product and marketing teams have never designed a customer journey together. That is a system design problem and it has a commercial cost that is visible when you look at the whole picture.
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