Engaging multi-banked customers & how to differentiate in a new market w/ Keiti Kirt (LHV Bank)

In this episode of The People Making Payments Podcast, Shona speaks with Keiti Kirt (Marketing Specialist at LHV Bank) about two topics at the heart of modern banking: how to engage and retain customers in a multi-banked world, and what it really takes to differentiate when you enter a brand new market. They start by unpacking multi-banking 👇 ➡️ Why "financial polyamory" is the new normal and what it means for banks trying to build loyalty ➡️ How customers are building their own financial toolkits and why primacy may no longer be the right goal ➡️ The danger of chasing everyone and why being crystal clear on who you're not for can be your greatest strength ➡️ And practical advice for marketers navigating the noise of a crowded, multi-banked market From there, the conversation moves into market expansion 🌍 ➡️ What it's really like to take an established brand from Estonia into the UK and why reputation doesn't travel ➡️ Why the biggest risk in a new market isn't rejection but being ignored ➡️ How LHV approached brand consistency versus localisation when entering a completely different competitive landscape ➡️ And why finding the right creative and media partners is critical to landing a brand in a new market Plus, Keiti takes on the quickfire round ⚡ If you work in banking, payments, or fintech marketing, this episode is full of sharp, honest thinking on how to cut through the noise, own a clear position, and build a brand that actually means something to the right people. 💬 How does your organisation think about multi-banking — is it a threat, an opportunity, or both? 👍 Don't forget to like and subscribe so you never miss an episode. 📲 And if you don't already, follow KAE on LinkedIn:   / kae