What was counted and why it matters
By the end of 2025 banks spent more than 2.2 billion UAH on advertising and marketing. The tally was produced by LIGA.net based on data from the National Bank of Ukraine — and the figures show not only the scale of spending, but a shift in the sector's priorities toward digital products and customer activation.
“Banks in 2025 invested not only in campaigns — they put money into the infrastructure of customer interaction: from mobile apps to loyalty programs,”
— Olena Rozvodova, author of the calculations for LIGA.net
Who spent the most
PUMB topped the ranking with 601 million UAH, 11.3% more than in 2024. The bank promoted credit products in the campaign “Money Only Profitable” and increased the number of new cards, entering the top three brands that consumers recall first (top of mind).
Raiffeisen Bank increased spending by 55.3% and focused on the digital banking MyRaif and attractive business offers (12 months of service — 0 UAH for new clients).
Universal Bank — 196 million UAH (+83.2%). monobank ran noticeable meme campaigns and viral mechanics in Kyiv, and launched a game in the app that helped reach the 10 million clients mark.
A-Bank — 192 million UAH (+7.4%), promoted through promotional mechanics and prize draws. PrivatBank — 160 million UAH (+16.4%), with a campaign for the “Privit” loyalty program in partnership with Mastercard.
Oschadbank increased spending by 44.6% and brought the “Oshchadyk” mascots into its communications, while promoting its premium direction. Sense Bank — 85 million UAH (+4.6%) with a focus on Sense SuperApp.
Some banks cut spending: Ukrsibbank spent 75 million UAH (−18.68%), Tascombank reduced its budget by 4.91% and simultaneously launched official pages on Instagram and TikTok. OTP Bank showed the largest percentage growth — 56 million UAH in 2025 versus 26 million in 2024.
Why banks are spending more
The figures point to three key motives: competition for customers, digital transformation, and the need to rapidly scale core products. Marketing budgets are now a tool not only for branding, but for directly acquiring users into mobile services, where the bank earns for longer and at lower cost.
In wartime and postwar conditions this is also a signal of stability: investments in communication indicate a desire to retain market share and demonstrate partner reliability to clients and businesses.
What this means for the customer
Bigger budgets — more promotions, discounts, and service innovations. For the consumer this means a wider choice of attractive terms, but also an increased role for digital literacy: benefits are often tied to using the app or participating in loyalty programs.
Conclusion — where to look next
Banks' marketing expenditures in 2025 are a marker of market adaptation. If this dynamic continues, we expect further growth in investments in mobile products, platform services, and partner ecosystems. A question for regulators and consumers: will these investments lead to better quality banking services, or only to short-term promotions? The answer will determine who emerges from the market stronger after the next cycle.
