The apps went live at a launch event held in MSB's new headquarters building in Hanoi, bringing together around 200 guests, including bank leadership, Backbase, and implementation partner SmartOSC.
Two Apps, One Unified Platform
Most banks run separate platforms for retail and enterprise customers. MSB built two apps on one platform to close that gap, giving both customer groups one consistent experience instead of two disconnected ones. The redesign was based on customer research, market analysis, and the pain points customers raised on the bank's previous platform, checked against compliance and governance requirements throughout.
On the retail side, the app introduces Security Hub, a set of features built to protect customer accounts, alongside end-to-end lending journeys designed for customers who are new to the bank. Customers can manage daily banking, credit cards, and loyalty rewards from a single app, with full visibility and control over their transaction history and the ability to export it on demand. The enterprise app mirrors that approach, connecting non-credit and credit journeys into one flow instead of the paperwork-heavy process business customers dealt with before.
Built to scale
MSB expects the apps to bring in 200,000 new retail customers and 500 new enterprise customers a month through its self-serve onboarding journeys. The bank has redesigned close to 40 end-to-end customer journeys and digitized 70% of its internal processes as part of the rollout.
MSB chose Backbase for the flexibility of the platform and the ability to shape it around MSB's own targets rather than a fixed setup. MSB's experience with Backbase's AI-native Banking OS gave it the confidence to scale further, and SmartOSC's local team brought the market knowledge and hands-on support needed to hit the tight deadline as one team with MSB and Backbase. Backbase Expert Services provided platform guidance, design principles, and best practices to ensure scalable platform adoption.
"We built these apps to bring the future of finance to our customers. Retail and enterprise customers now get one consistent experience, from their first transaction to their most complex banking need. That's the standard we set for ourselves, and the standard we want MSB to be known for in Vietnam."
Mr. Vu Ngoc Bong Lai, Head of Strategy and Innovation Division, at MSB.
"Vietnam's digital economy is one of the fastest-growing in Southeast Asia, and a handful of banks are setting the pace for what digital banking there can become. MSB looked at that shift and decided to lead it. They came to us with a clear ambition: unify retail and enterprise banking on one platform, on an aggressive timeline. Today, they are live with both. For Backbase, it confirms that the AI-native Banking OS gives a bank a real foundation to build on, so their teams spend time on what sets them apart, not on rebuilding what's already there."
Abhijit Chavan, Senior Vice President, Asia & ANZ, at Backbase.
"Digital transformation is ultimately about turning technology into meaningful experiences and sustainable business value. Working alongside MSB and Backbase, SmartOSC is proud to contribute the implementation expertise and delivery capabilities needed to bring this vision to life. This launch demonstrates what can be achieved when business ambition, technology, and execution come together as one team."
Mr. Alex Nguyen, Senior Vice President, at SmartOSC.
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Backbase
Backbase built the AI-native Banking OS - the operating system that turns fragmented banking operations into a Unified Frontline. Customers, employees, and AI agents work as one across digital channels, front-office, and operations.
Backbase was founded in 2003 by Jouk Pleiter and is headquartered in Amsterdam, with teams across North America, Europe, the Middle East, Asia-Pacific, Africa and Latin America. 120+ leading banks run on Backbase across Retail, SMB & Commercial, Private Banking, and Wealth Management.
Vietnam Maritime Commercial Joint Stock Bank (MSB)
Vietnam Maritime Commercial Joint Stock Bank (MSB) was established in 1991 as Vietnam's first joint-stock commercial bank. Headquartered in Hanoi and listed on the Ho Chi Minh Stock Exchange under the ticker MSB, the bank serves nearly 10 million retail and nearly 100.000 corporate customers across the country.
SmartOSC
With a 20-year track record, SmartOSC is a leading digital transformation consultancy and implementation partner in Asia-Pacific, helping global enterprises elevate their digital experiences. Combining agile strategy with deep technical expertise, SmartOSC delivers end-to-end solutions across Digital Banking, Digital Commerce, Omnichannel, Data, and AI. Trusted by brands including CIMB, MSB, LG, Sony, PayPal, and OCB, SmartOSC helps businesses optimize operations, enhance customer experiences, and drive sustainable growth.
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