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 for LINE Bank.

Findings

• Taiwan's consumer interest in online banking has always been high.

• Out of the three pure-play online banks (LINE, Rakuten, NEXT), LINE Bank has the highest market share due to LINE's popularity.

• increasing competition comes from traditional banks opening online branches and apps.

• However, many consumers still prefer traditional banking options due to cybersecurity concerns and well-developed ATM networks.

Recommendation

• Utilize the LINE app ecosystem to attract users to LINE Bank.

• Revamp UX Design: Implemented a clean, responsive design with fewer ads.

• Streamline banking options: integrate LINE Bank functions into LINE Wallet.

Presentation Slides