Introduction: Description of the chosen brand, its main positioning and target audience
Modulbank is Russia’s first digital bank created for small and medium-sized businesses. It was founded in 2014 as a specialized fintech project serving small and medium-sized businesses.
It was created by former Sberbank employees Yakov Novikov, Andrey Petrov, and Oleg Laguta, who proposed an innovative digital bank model without physical branches.
The bank does not work with individuals. All resources and products are aimed exclusively at supporting individual entrepreneurs and legal entities. In addition to current accounts, the bank offers integrated online accounting, free currency control, legal support, and online cash registers.
Description of Modulbank
Modulbank's philosophy is built around the concept of "the first digital bank for small and medium-sized businesses." Even in its own research, the bank claims to be the first private bank for entrepreneurs, not affiliated with a larger bank or a subdivision of another major bank.
The brand’s philosophy is based on the uniqueness and quality of its services. Key values include simplicity, speed, protection from blocking (Federal Law No. 115), additional services such as accounting, legal support, analytics, ModulKassa, and others, and premium service.
The target audience is individual entrepreneurs and small business owners: retail, services, marketplaces, and manufacturing. Active entrepreneurs aged 25–45 who value time, digitalization, and convenience.
Communication Channels: An Overview of the Brand’s Public Space
Main communication channels
• Instagram* — the main visual channel Since 2024, it has actively shifted to humorous content, memes, and reels about entrepreneurs' pain points. There are also posts about promotions and invitations to webinars.
• VK — Instagram*-like content
• Telegram — news, promotions, and a support chatbot
The brand also has its own blog, Modulkassa. It is dedicated to entrepreneurship and consists of educational articles. This is a more indirect channel for users, as it is primarily focused on information transfer.
Reels from Modulbank’s official Instagram* account
Reels from Modulbank’s official Instagram* account
Reels from Modulbank’s official Instagram* account
In its social media accounts, the brand employs strategies such as positivity, openness, networking, and a conversational style. Modulbank builds rapport with entrepreneurs, using humorous, positive language to communicate its understanding of its clients' challenges, which undoubtedly wins them over.
Networking: Modulbank’s partners
Theoretical framework
Dialogic theory was used to analyze the brand. It explains how organizations should ethically build high-quality, long-term relationships with the public through genuine dialogue, rather than one-way communication.
The core idea is that organizations and the public are inextricably linked. PR should focus on honesty, truth, and positive attitudes toward others.
Principles of online dialogue
• Dialogic Loop Customers can quickly contact support chat and receive advice on banking and business issues.
• Usefulness of Information The bank provides entrepreneurs with instructions, articles, reference materials, and explanations on running a business.
• Generation of Return Visits The personal account is regularly updated, with new services and materials for entrepreneurs.
• Intuitiveness The online bank is designed with the needs of small businesses in mind: basic operations are accessible quickly and without complex procedures.
• Conservation of Visitors Entrepreneurs can handle multiple tasks in one service: banking, accounting, payments, and business support.[3]
Modulbank's primary audience is individual entrepreneurs and small businesses. For many clients, running a business entails risks, complex tax accounting, and a lack of resources to obtain professional advice.
Modulbank helps reduce this uncertainty through constant communication with the client
• Provides quick access to support; • Helps navigate financial and tax issues; • Explains legislative changes in clear language; • Creates the feeling of a reliable partner, not just a bank; • Builds long-term relationships based on trust.[3]
Within the dialogic theory, Modulbank acts not simply as a provider of banking services, but as a participant in an ongoing dialogue with entrepreneurs. It helps them develop and protect their businesses.
Analysis
Modulbank contacts
Answering questions from entrepreneurs on Instagram*
The bank doesn't simply broadcast; it responds to clients, creating a dialogic loop. In addition to providing support, the brand responds to users in comments. This creates a sense of equality and reciprocity.
Modulbank’s Telegram* and Instagram* posts with news for entrepreneurs
As mentioned, the brand has its own blog, where it publishes articles with guides and news for entrepreneurs. Its social media channels showcase concepts related to small and medium-sized businesses. This demonstrates the usefulness of the information.
«Attaining various forms of information has been suggested as the most important reason for consumers to use the internet (Maddox, 1998). Levels of informativeness and attitude towards websites have been found to be positively related (Chen et al., 2002).»[1]
Service departments on the official website of Modulbank
