Raiffesisenbank - Russia issued the following announcement on Feb. 28.

The Raiffeisenbank official website can now be accessed using the short domain name raif.ru. This will simplify the interaction of customers with the bank and provide even more comfortable access to digital channels. The new domain has earned on the eve of the launch of a new product, the concept of which also requires the ease and simplicity of any communication with the bank.

Raiffeisenbank / Raiffeisen / Raif

“The classic concept of a bank has evolved over the past few years. Thanks to the rapid development of financial technologies, banks began to be perceived as technology companies with much broader capabilities than the bank in the classical sense. For this reason, many market participants get rid of the word “bank” in brand names. We do not build an ecosystem, although its individual elements are part of the strategy, we focus on the convenience and simplicity of our financial products, services and channels, ”said Vitaliy Lavrinets, Head of Development of Retail Digital Platforms at Raiffeisenbank.

About 15% of the traffic of the official raiffeisen.ru website is direct traffic, that is, customers drive the domain name into the address bar of the browser. Reducing the domain to four-digit Raif.ru will facilitate the way for customers to the site, and also eliminate numerous spelling errors.

Just to easy

“Raiffeisenbank strives to make products, services and channels of interaction with the bank simple and convenient, so that managing finances is easy. This formula formed the basis of the concept of a new product that Raiffeisenbank will soon introduce to the market. The new domain reflects our approach to interacting with customers in the best way possible, ”added Maxim Stepochkin, head of Raiffeisenbank's non-credit products department.

Original source can be found here.