Today, July 17, 2024, marks George’s 12th birthday since his first line of code was written in 2012. He has now made 10 million friends in six countries across Europe. 10,000,000 users and counting! As we celebrate this milestone, we cannot overlook the primary reason behind George’s success which is also his actual purpose: Money is too important not to enjoy your banking.
Looking for a friend in finance?
From the very beginning, in the heads and hearts of his creators, George was designed to be more than just another banking app. He was envisioned as a personal financial companion, making the often daunting and impersonal world of banking accessible, intuitive, and, yes, even enjoyable—something unprecedented in finance. 12 years, many features, some redesigns and a few failures later, George is a household name and a constant companion for 10 million people. Some of them even consider him a trusted friend. Not too bad.
But let’s not make this too much of a marketing post. This is not about selling you a ton of reasons to like what we created (and some nice banking products on top). It’s the other way around: Making banking likeable is THE one reason and purpose why we at Erste and the George Labs create George.
Like it or not, money matters. You cannot afford to not deal with it.
So you better make friends with it.
Money is an essential part of our lives, influencing our dreams, goals, and daily decisions. Money is everywhere, even and especially if it’s not there. Maybe you have a wealthy spouse, a trust fund or you have to work hard for it. You may struggle with it, don’t have enough of it or spend too much of it. Money is personal for each and every human being. It won’t make you happy, but you should have a healthy relationship with it. The better this works, the better for you as an individual and the whole of society. If a bank does not understand this, it is making money only for itself.
Understanding this means striving to remove the stress and complexity often associated with money and financial management. To be understanding, supportive and approachable. To make the daily money experience as enjoyable as possible. To be a friend in finance.
Now, what does that mean exactly?
We do not speed up and smoothen payments and other daily banking issues just to save our own time and resources (we do). This values each of your precious minutes and priorities.
We do not simplify processes just to be simplistic (we are). It gives you more control of your financial affairs.
We do not create beautiful designs, witty texts and engaging user experiences just because we like them ourselves (we do). They make you feel at home with George.
We do not want to make you save money just because it is safe with the bank (it is). Saving benefits your future financial health.
We do not take you on converting sales journeys just because the banks behind George have great products to offer (they have). Some of these products make real sense for you. Some may not. Then George won’t recommend them.
We do not let George speak in as many languages as possible and as easily as possible just because we can and regulators force us (we can and they do). We want to make you understand and be understood.
We do not create features like George FIT/the FIT zone, George Tips or the new overview Spotlights just because we need to make use of the data we have (we have a lot). We believe that they provide context and that context is key.
We do not build up George Business just to cover a market for corporate clients (we are on the way). They also deserve a reliable companion and assistant in their daily banking.
We don’t invent George Junior just to make even the youngest our clients (they eventually will be). Financial education cannot start early enough.
We do not intend to lower the entrance barriers for investments just because we make profits with portfolios, trades and fund plans (we might). We believe investing is a good way to build up wealth.
We do not experiment with the power of artificial intelligence just because it is a megatrend (it is). It can transform your financial situation for the better.
We do not promise to make you rich (we can’t). We can support you in getting financially healthier.
Money is too important not to enjoy your banking
We make George do all this for one simple purpose: empowerment. Lift users up and give them the tools, support and the confidence to become the masters of their own finances. That’s what friends are for.
As long as George, the team and the banks behind him internalise this, George is on a good way to gain the next 10 million friends.
Now, the author of these thoughts may not necessarily conform with everyone in Erste Group or even George Labs. But as someone who has been contributing to the creation, the look, feel, and voice of George from the beginning, I take the liberty to convey a personal message to George on his 12th birthday:
Congratulations on 10 Million users. And thanks for being there, through ups and downs (and downtimes)!
Don’t rest on your laurels and don’t forget that other banks are putting substance into the user centricity buzzword as well.
Keep on changing and striving for the better but remember who you are and what’s your purpose: Money is too important not to enjoy your banking.Happy birthday, my good friend George!
