This article was originally published in the Brand Finance Banking 500 2025 report
Banca Transilvania's brand value has increased 39% to $955 million in 2025. It also has an elite AAA+ brand rating and Brand Strength Index score of 95.3/100, making it the third strongest bank globally.
Ömer Tetik, CEO, Banca Transilvania, discusses how the bank has been central to Romania's economic development and the trust the brand has built among customers.
Interview with Ömer Tetik
CEO,
Banca Transilvania
How does the Banca Transilvania’s brand build trust among its stakeholders?
Customers, investors, employees, partners, and the media—all are valued stakeholders. As Romania’s largest bank, Banca Transilvania understands that trust is the foundation of every strong relationship. We earn this trust through consistency, transparency, and reliability. Like a trusted neighbour, BT is always close by—accessible, dependable, and committed to supporting its customers every step of the way.
We provide comprehensive assistance to our customers, whether it's achieving personal goals like home renovations, preparing for significant investments, or navigating complex macroeconomic contexts. As the largest financer of the Romanian economy, Banca Transilvania plays a crucial role in moving money within Romania, reinforcing our position as a trusted financial institution and the most reliable banking partner.
How has the company adapted to emerging trends and technologies, and how has this influenced Banca Transilvania’s brand positioning in the market?
Our value-creation is deeply rooted in technology. Our primary focus is our customers, and in the long term, we aim to shift from a one-size-fits-all approach to a personalised experience within our core applications. Our goal is to consolidate all data into a centralised platform that enables tailored offers based on individual needs and preferences.
Our bank was the first in Romania to integrate advanced software tools such as Robotic Process Automation by UiPath and Microsoft's Copilot. As pioneers in this field, our investments have been highly beneficial, becoming milestones in the automation of various business areas, including accounting, reporting, call centres, marketing, and communication.
While our operational efficiency has significantly increased, the decision-making process continues to incorporate the human touch. We firmly believe the future of banking lies in virtual assistance: delivering the right product, at the right time, in the right place, through the right channel.
What are Banca Transilvania’s biggest advantages in ensuring brand success?
Banca Transilvania's primary brand advantage lies in its ability to foster strong connections within the communities it serves, as well as its significant influence on younger generations entering the market.
This commitment to being a part of our customers' lives and maintaining a dedicated growth-oriented mindset is the cornerstone of our value creation. Our greatest strength lies in our home market advantage —by focusing on Romania, we stay closely connected to local trends and dynamics.
“Banca Transilvania's primary brand advantage lies in its ability to foster strong connections within the communities it serves, as well as its significant influence on younger generations entering the market.”
With a view to the future, what do you envision as the key industry advancements, and how do you foresee Banca Transilvania’s role in not only keeping pace with these changes but also driving them forward?
The banking industry has historically leaned toward a mindset of "why this can't be done." At Banca Transilvania, we are committed to shifting this perspective to a "how might we do it" approach, aiming to foster innovation and partnership. Our core mission is to support and fund ideas, initiatives, plans, and aspirations, contributing to the economic growth of the country.
This role is crucial, acting as a catalyst that helps customers overcome their everyday challenges. By embracing this proactive and solution-oriented attitude, we are dedicated to becoming an integral part of our customers' success stories, ensuring that we are not just a financial institution, but a trusted partner in their journey towards achieving their personal and professional goals. This commitment to customer-centricity reinforces our position as a leading financial institution, prepared to drive positive change and sustainable growth.
Another core belief is that the future of banking lies in the seamless integration of digitisation with personal interaction. We are not merely adapting to the digital age, we are shaping it, by blending advanced tech solutions with unique human support. Our commitment to continuous innovation in digital technology is matched by our dedication to maintaining the irreplaceable human touch that defines our customer experience.
Our employees deliver the personalised service and expertise that set us apart. With an extensive network of strategically located branches across the country, we remain accessible to customers wherever they are. While the digital era is here to stay, it is our personal engagement that makes banking with Banca Transilvania a uniquely compelling experience.
