Honors for Innovation Leadership

OTP Bank builds loyalty through insight

As a leading Central and Eastern European banking group serving 17+ million customers across 11 markets, OTP is turning customer insight into stronger engagement and lasting value. In Hungary, where OTP Bank leads the market, its partnership with Mastercard is helping scale a data-driven transformation program designed to deepen daily banking relationships, enhance customer value and proactively reduce churn.

Optimizing

campaign management toward proactive, insight-driven decisioning

Embedding

consulting, analytics and experimentation into operations

Analyzing

customer churn to help understand, predict and mitigate it

Challenge

In Hungary, rapid neobank adoption and stronger digital propositions from incumbent banks have raised the bar for customer experience. Digitally savvy customers now expect seamless, personalized and always-on banking, making them more willing to switch providers.

Against this backdrop, OTP needed to sharpen its ability to spot early signs of disengagement, understand churn dynamics across segments and translate those insights into tailored retention and value-growth actions — from value proposition enhancements to card engagement initiatives.

Solution

Recognizing the strategic importance of proactively managing churn, OTP Bank set out to better spot early disengagement and turn customer insight into action. Mastercard Advisors supported this with an integrated Churn Control program combining consulting, advanced analytics and Test & Learn experimentation.

As one end-to-end operating model, the solution suite helped OTP Bank identify high-risk segments, inform card engagement actions, assess impact and optimize faster—supporting more proactive, insight-driven decisioning and a scalable model for improving retention and sustaining customer value.

Impact

By putting customer retention at the center of its growth strategy, OTP Bank strengthened its position in Hungary’s increasingly digital banking landscape. The Churn Control program combined insight-led targeting with customer incentives to encourage stronger engagement, delivering a double-digit increase in card spend across key segments and moving thousands of customers out of high churn-risk segments.

7-14%

uplift in daily banking customer value in selected campaigns

50,000

customers rewarded with cashback in 2025

13,000

customers removed from high churn-risk segments

In a fast-changing banking market, staying ahead requires continuous innovation and a deeper understanding of what customers need. By bringing together customer insight, data-driven decisioning and Mastercard’s consulting expertise and connected capabilities, we built a more holistic model for acting earlier, engaging customers more effectively and sustaining our competitive edge.

Tímea Horváth Managing Director - Retail Customer Tribe OTP Bank 

The Churn Control program reflects the strength of OTP Bank and Mastercard’s collaboration in advancing customer retention as a strategic growth priority. It provides a strong foundation for helping OTP Bank respond to rising digital competition while continuing to deepen engagement and customer value.

What's next

Building on the design, launch and success of its customer retention approach, OTP Bank is well positioned to respond to rising competition from neobanks and the continued digital transformation of incumbent banks.

The collaboration has now been extended with increased scope and investment, with Mastercard continuing to support OTP Bank through strategic advisory, advanced analytics, cybersecurity, marketing and promotions, tailored card engagement efforts and payment innovation.

This renewed commitment reinforces OTP Bank’s focus on proactive churn management as a core driver of long-term customer value.