Marketing Strategy for LINE Bank

Challenge

LINE Bank, a pure-play online bank associated with the LINE messaging app, has not broken even financially since its establishment due to its inability to attract users. This case study provides recommendations to drive user growth.

Findings

Taiwan’s consumer interest in online banking has always been high.
Of the three pure-play online banks (LINE, Rakuten, NEXT), LINE Bank has the highest market share due to LINE’s popularity as a messaging app.
Competition is increasing as traditional banks open online branches and apps.
Many consumers still prefer traditional banking due to cybersecurity concerns and well-developed ATM networks.

Recommendations

Leverage the LINE ecosystem to funnel existing app users into LINE Bank.
Revamp UX design with a clean, responsive interface and fewer ads.
Streamline banking options by integrating LINE Bank functions into LINE Wallet.