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defining a standard for customer-driven banking



Building a bank from the ground up is no easy task, especially in a saturated market during a time when a new phenomenon we now commonly define as “Fintech” was an up-and-coming concept. 

The founders of Instabank had a clear challenge for XY01: Create a solid foundation for a new, innovative and disruptive consumer bank that embraces change and sets the standard for simplicity, innovation and customer-driven products and solutions.


Customers have a general distrust to the financial providers. Insight shows this distrust is paired with bad customer journeys, complex products and relatively weak levels of customer service. The idea of simplicity seemed lost in an industry that was based on legacy systems and a relatively old model of customer contact and customer service in general. 

The public landscape is one of regulation and boundaries. It aimed at controlling niche players, reducing the power of the larger banks, and allowing technology and transparency to create platforms for better decision-making and de-risking the industry and its consumers.


Together with the founders, we created a holistic core strategy for the bank and defined an aspired position of becoming a customer-focused Fintech player in a highly competitive market. The name Instabank was established and the identity rolled out. 

Innovation practices, strategic partnerships, and a core growth & competence strategy enabled the startup to become the fastest growing new bank in the country. 

Today, three years later, Instabank is an established provider of financial services in Norway and Finland, and will soon open its services in Sweden, Germany and the rest of Europe. We continue to work with the management team to pivot, enhance and develop this company into becoming a next generation consumer bank.


  • Insight
  • Brand Strategy
  • Positioning
  • Growth Strategy
  • Sales Readiness
  • Implementation

who to talk to

Robert Leinders-Krog | principal brand & strategy
+47 92 88 01 11
[email protected]

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