As we look toward 2025, the global economic and geopolitical landscape presents us with new challenges and opportunities, from shifting interest rates and evolving market demands impacting industries across the board, including banking. In the Central and Southeast Europe (CSEE) region, where Addiko Bank is serving customers, growth is projected to outpace the EU average, even as the economic environment becomes more demanding. We are embracing these shifts as catalysts for transformation, innovation, and sustainable growth.
To navigate these changes, our strategy for 2025 focuses on expanding revenue sources by refining our unique value proposition and advancing the digital, and in particular, mobile banking services. The groundwork we laid throughout 2024, enhancing background processes and building stronger, more customer-focused products. This preparation positions us well to deliver tangible benefits in the coming year. The integration of artificial intelligence will further streamline operations and elevate the customer experience, making it easier, faster, and more rewarding for our clients to access the financial solutions they need.
This commitment to innovation is also driving our geographical expansion. In 2024, we piloted fully digital consumer lending solutions in the Romanian market. So, we are ready at the start of 2025 to bring our streamlined, efficient approach directly to even more customers. By enabling people to access credit without even needing a bank account with us, we’re providing an efficient customer journey that sets us apart from competitors in the region and aligns perfectly with our digital-first strategy.
Enabling us to deliver on this ambition every step of the way is our exceptional team. The Addiko Spirit, a culture of entrepreneurship and deep commitment to customer needs fosters innovation within our organization. It’s the dedication of our team that allows us to deliver truly meaningful solutions. We believe our people are our greatest advantage, and they will continue to drive our growth and success as we move forward.
At the same time, a strong focus on risk management remains highly important as we move through 2025’s complexities. Our aim to lead in digital lending means we must equally lead in risk management, building resilience and ensuring security amid a constantly shifting landscape. This commitment reinforces our broader mission of responsible growth and stability for our customers and stakeholders.
Sustainability is part and parcel of our long-term vision. Over the past 18 months, we have made significant strides also in integrating an ESG framework into our business model, creating a foundation that shapes both our strategic decisions and daily operations. This framework guides our approach to responsible financing, green investments where opportunities arise, and community support, ensuring that we not only meet regulatory standards but also proactively contribute to a more sustainable future.
In summary, while 2025 presents unique challenges, we see an equally unique path forward. With continued focus on innovation, targeted expansion, robust risk management, and sustainable growth, Team Addiko is ready to meet the future with optimism. Guided by the entrepreneurial spirit of our talented team, I look forward to the year ahead with confidence and determination to create value for our customers and shareholders.
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