Banking Transformation Through a Human-Centered, Mobile-First Vision

For decades, the banking sector in Armenia works such as the exclusive club, which focuses on companies, and resists change. Traditional institutions mainly meet large companies, leaving customers every day with old operations and limited access.

Vazgen Gevinkyan entered this industry with a different perspective: What if banks served people honestly? His contributions to Evocabank not only updated one institution – it helped convert expectations across the entire sector.

Breaking traditional barriers

By mid -2010, Armenian banking services developed a clear imbalance. When market research was conducted in 2014-2015, the results revealed a clear separation between banks and individual customers. Citizens often felt ignored, while institutions have given the priority of corporate relations. Even Mr. Jeffurkian Bank was seen as “companies bank” in the first place.

The research also showed that people were spending more time on their phones than material branches. Customers wanted to comfort and easy access through digital channels. For Mr. Jeffurkian, this indicated the need for broader rethinking: growth will not only come from new marketing, but from re -imagining the entire customer experience. From this came the concept of “Mobile First” – where banking services can be provided quickly, simply and reliably through mobile devices.

Technology as an equalizer

The shift was not only related to the introduction of new tools but about rethinking the technology it could achieve for society. While some institutions dealt with the optional additional applications, they launched Evocabank Evocatouch, a global payment system within the reach of anyone with any bank card. His design was rooted in totalitarianism, with the aim of serving the population on a large scale, not only the current clients.

The platform enabled jobs 24 hours-from one click, and accurate commission-free payments to the multi-device workflow that allowed accountants, financial managers and executives in cooperation smoothly. By widely available tools, Mr. Jeffurkan and his colleagues helped convert technology into a bridge linking individuals and companies.

The human element

Even with the expansion of digital services, Mr. Jeffurkian stressed cultural sensitivity. Many customers still evaluate the interactions face to face, so the bank has developed a hybrid model: mobile phone applications at the daily transactions center, with the support of the designed branches to meet the complex needs. These branches have been re -imagined as welcoming spaces, while training professionals to embody the values ​​of honesty, transparency and reliability.

As described by Mr. Jeffurkian, this was not just a digital transformation, but rather “renamed ideas, minds and curricula towards work.” Development reflects a philosophy where innovation is brought up through access, simplicity and confidence. Initiatives also extended to social responsibility, with programs that support women’s entrepreneurship opportunities and student development opportunities that have strengthened a greater financial inclusion.

Building sustainable advantages

The transformation setting the Foundation to fight the competitors to repeat it. Digital innovation was pursued early, long before spreading, and always framed that it is necessary for long -term progress rather than a temporary feature. At the same time, technology was only part of change – the basic values ​​of importance were equally important.

Reliability, innovation, honesty and continuous improvement have become guidelines. Even after the Foundation has received many international awards, the focus has been refining refining services and compatible with responsibility with the global financial system through partnerships with networks such as Swift and MasterCard EUROPE.

This model -focusing model has made the experience of customers the true measure of success. The goal was not just updating, but making life easier and helping people reach opportunities in an increasingly interconnected world.

Competitive recognition and the impact of industry

Evocabank is widely recognized for its digital presence and customer participation. Naming international publications, including Global Finance, repeatedly and repeatedly called Best Digital Bank in the country – which led to its progress and its consistency.

Perhaps the most permanent effect of Mr. Jeffurkian’s possession at the industry level. His call to first mobile banking services has set new criteria throughout Armenia, and the transformation of digital access and service concentrated clients into expectations instead of luxuries. The competing banks were forced to accelerate their update efforts, collectively raising the level of service.

By time, Mr. Jeffurkian retreated in 2020, not only contributed to the transformation of one institution but also to a broader cultural and technological shift within the sector. His work showed that the adoption of technology, guided by values ​​and social responsibility, can re -define how people experience financing.

biography

• Born: June 5, 1971, Armenia
• education:
  • Yerevan State University – Geology degree (1993)
  • National Economy Academy – Administrative Studies (1998)
  • National Economy Academy – Ph.D. Economy (2003)
  • National Economy Academy – Master of Business Administration in Banks (2004)
• Other activities:
  • Former and developed shareholder of the Les Art Resort (2007-2023) complex (2007-2023)
  • Provides guidance for young entrepreneurs