Presentation of the Modulbank brand

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.

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 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.

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.

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.

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.

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.

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.

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.

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.

At the very top of the website are the service departments the bank provides, allowing the user to quickly access the area of ​​need. Each department also has subdepartments that will redirect the user to the service or services they need, such as Modulkassa and Modulyurist.

The website also includes answers to frequently asked questions to help users save time. The example above and this one demonstrate user-intuitiveness.

Modulbank offers a huge number of products on its website. It is a conservation of visitors. This, in turn, is convenient for both customers and the brand. Businesses save time and money, and the bank maintains its customer base, which will keep returning due to the convenience and speed.

Unfortunately, judging by the publication dates of the humorous videos, it appears the bank has decided to move away from its previous format. This decision has significantly impacted the brand’s reach, and the main recommendation would be to return to the previous humorous content, combined with educational posts and webinars. The videos clearly demonstrated how significantly they increased their audience reach.

There are also a number of aspects of the website that could be improved. For example, blog news could be added directly to the site to generate repeat visits. This approach will not only promote audience retention but also attract users to the brand’s other services, creating a significantly larger and more engaged community for the bank.

The dialogic loop could be strengthened by introducing regular live broadcasts and intensive courses.

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