This article was originally published in the Brand Finance Banking 500 Journal 2026.
Interview with Ömer Tetik, CEO, Banca Transilvania
CEO
Banca Transilvania
What would you consider the defining moments or milestones in building and strengthening the Banca Transilvania brand?
Banca Transilvania is a powerful example of how a local brand can grow into a market leader. Over the last 32 years, the bank has gone through many defining moments and reinvention cycles. BT's strength and magnetism come from its ability to grow consistently, adapt quickly, and stay close to people. It is a brand that grows with Romania, driven by energy, ambition, and momentum.
The defining milestone is BT’s position as the banking leader in Romania and Southeast Europe. This achievement reflects both its financial performance and the trust that the brand has built among shareholders, customers, employees, and partners.
Another major milestone is BT’s growth through strategic acquisitions. Each transaction marked a moment of transformation, demonstrating the bank’s ability to integrate complex portfolios and turn them into opportunities for expansion. These acquisitions have strengthened BT's presence as a strong, agile brand, capable of managing large-scale projects. BT’s M&A track record is unmatched in the Romanian market.
Attractiveness on the capital market is another pillar of Banca Transilvania's brand strength. For many years, BT has been among the most valuable companies listed on the Bucharest Stock Exchange. Its market performance, transparency, and consistent results have reinforced the perception of BT as a mature brand, focused on growth. Year after year, the capital market validates the bank's ability to deliver long-term value, a strong indicator of the brand's resilience and credibility.
What are the key trends you envisage as being the most important ones in the banking industry over the next three years and how can brands navigate or capitalise on those?
The pace of change in banking has never been higher – and the next three years will accelerate it. We’re entering a period of a profound transformation, driven not just by technology, but by a fundamental shift in mindset and the attitudes and behaviour of our customers.
One major trend is to move from basic digitalisation to augmented financial intelligence, where technology enhances human decision-making. This shift enables more personalised, proactive experiences powered by data and AI.
I believe the second trend will be the expansion of financial ecosystems. Customers expect more than traditional banking products; they’ll look for integrated solutions that simplify their daily lives.
Partnerships with fintechs, digital platforms, and non-financial players will become essential. This marks a true paradigm shift from banking as standalone service to banking as a connected hub that brings together people, technologies, and experiences.
Cybersecurity is also becoming the foundation of digital trust. As interactions increasingly move online, protecting data and identity is emerging as a key brand differentiator. Trust remains the industry's most valuable currency.
How is Banca Transilvania leveraging sponsorships and partnerships to support overall growth goals for the brand?
For Banca Transilvania, sponsorships and partnerships are first and foremost a way to stay close to people and build lasting relationships. Especially as in Romania, BT manages the biggest portfolio of partnerships, not only in banking, but from all the companies active in the broader market. We see them as a way to support communities and initiatives, not only as cosmetics or branding exercises.
They reflect who we are: a bank grounded in real life and connected to people’s ambitions and plans. We support cultural, educational, social, and sports projects where we know we can add value, inspiration, or trust. In business and entrepreneurship, our partnerships extend BT’s role in the real economy by supporting SMEs, startups, and initiatives that drive progress.
These collaborations help us build a broader BT ecosystem that shows up in everyday life. They create moments where the brand can be present in people’s experiences.
Sponsorships and partnerships are our way of giving back to the community. Above all, they are part of our identity as a bank.
