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Bankaool Bank: architecting an online-only financial brand

Pável Reyes-Mercado (School of Business and Economics, Anahuac University, Huixquilucan, Mexico)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 1 August 2017


Subject area

Marketing of financial products.

Study level/applicability

Graduate level. Occasionally, for undergraduate students with a strong background on branding strategies and strategic analysis. Applicable to analyze how companies can improve their branding strategies in highly regulated industries.

Case overview

In 2016, Claire Solís was discussing with her team the paths to ignite growth and brand awareness of the only digital bank in Mexico. To better position the brand on the Mexican financial market, Bankaool had decided to go 100 per cent online, a branch-less institution. The case presents a condensed history of banking and the shifts in digital consumer behavior. As the case continues, Bankaool products are introduced along with some concerns to keep the business going, particularly, regarding the bank’s health and further growth. The newly appointed CMO and her team have to decide next steps to boost product growth just before the Fintech industry grows more mature and competitive – a scenario of more complex decisions. While they reckoned the potential of Bankaool in sales for the short term, they also need a strategy to position the Bankaool brand in the long term while they struggle with a need to accelerate growth and generate a return for investors.

Expected learning outcomes

To understand the launching of a new bank in the digital arena. To understand consumer behavior in a setting of increasingly higher digital coverage and diffusion of smart devices. To recognize that brand value goes well beyond product development and launch. To gain awareness on the perks and perils of a digital-only bank.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 8: Marketing.



Reyes-Mercado, P. (2017), "Bankaool Bank: architecting an online-only financial brand", Emerald Emerging Markets Case Studies, Vol. 7 No. 3.



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