Leobank is one of Azerbaijan’s leading digital banking platforms, offering a different approach to modern banking despite being Unibank’s mobile banking service rather than a separate bank. In this exclusive interview with N13 Magazine, Nijat Huseynzade, Marketing Director of Leobank and Unibank, discusses what sets the best brands apart, how culture shapes taste, and why the future of banking may be less about products and more about goals.
What sets the best brands apart from the rest?
Culture. It shows up in people – in what they read, watch, listen to, and how they communicate. Taste comes from the ability to recognise excellence and distinguish it from mediocrity. That’s why strong people attract other strong people, and eventually, the culture sustains and reproduces itself.
Leo’s marketing has also shown us something else: boldness is rewarded. We rarely talk directly about our products and services. Instead, we speak the language of culture, follow trends, make jokes, and sometimes do things you wouldn’t expect from a bank. Some people who come across our official page for the first time even mistake it for a meme account. At one point, I brought together a team of Gen Zers, and now I can’t stop them. And that’s wonderful.
How did the purple lion change the way people see what a bank can be?
The very meaning of trust is changing. Today, trust is not just about a bank branch; it is about an app that works and customer support that responds within minutes and speaks to you in a human way, especially when something goes wrong. We were among the first to talk about our own failures, because trust isn’t tested when everything is perfect, but when you make a mistake and don’t hide from it.
What was the riskiest decision in Leo’s history?
Creating an independent brand rather than simply building a digital product within an existing bank. The word “bank” wasn’t even part of the name when I joined the project, but I could already share my views openly with the leadership and be heard. That’s when I realised that here, the value of an idea was determined not by a person’s position, but by the strength of their argument. I think that freedom played a major role in shaping Leo’s character.
Will banks still be needed in ten years?
Yes, but we may not need to interact with them constantly. Today, we take out a loan, make a deposit, or make a transfer. Tomorrow, we may simply tell AI what we want, and the system will suggest a financial plan. We will no longer select a banking product; instead, we will state our goal.
What is most important for someone who wants to become a good marketer?
First, don’t set out to become a marketer. If I had to choose one skill, it would be taste. With taste, you can be anything. Read, watch good films, take an interest in art, music, and technology, travel, and talk to all kinds of people. The best way to become a good marketer is not to limit yourself to marketing.
Leobank won a Gold Flame at the Baku Flames International Festival of Creativity and Effectiveness.
