(KYIV, UKRAINE) – State owned PrivatBank has announced the launch of a subscription service for the Ukrainian market, offering customers access to special prices and benefits from both the bank and its partners. The product, called PrivatPidpyska, is currently in closed beta testing and will become available to all customers in September.
The bank’s press service said the subscriptions will include additional discounts on goods, fuel, parcel delivery, streaming services for film and music, and much more from partner companies. Subscriptions will also offer reduced tariffs, and in some cases zero tariffs, on banking transactions and money transfers.
Dmytro Musiienko, PrivatBank board member for retail business, said the bank is offering customers more than just a bank card. It is introducing a new format for using services, a subscription that combines financial benefits with special offers from partners. Payments at Nova Poshta, Silpo, Netflix, YouTube, Spotify and many others will become more favourable with PrivatBank, he said.
Musiienko noted that the main value of the subscription lies in the ability to save on services people use every day. For an active user, the benefit could exceed the cost of the subscription itself, yielding savings of approximately 1,000 Ukrainian hryvnia per month. At current exchange rates, this equates to around 24 US dollars, 19 British pounds and 22 euros per month.
Partner offers form the core value of the subscription, he said. In addition, customers will receive more favourable conditions on banking products, including special tariffs, cashback, interest rates, credit terms and other financial benefits. Musiienko added that the customer gains more value both from everyday purchases and from using the bank.
The bank made clear that the subscription is not a payment for basic use of banking services. Customers who find standard banking services sufficient and do not wish to use additional partner offers can continue with a free tier. For this tier, PrivatBank is also removing a number of fees.
Musiienko stressed that the subscription is a choice for the customer. If a person is satisfied with basic banking services, they can use the free tier. If a customer regularly uses partner services, the subscription provides access to them on special terms along with more favourable banking offers. He said the bank is not making basic banking paid, but rather wants to give customers a choice of the model that best suits their needs.
The subscription product was developed in response to customer requests and shaped with their input. Musiienko said the bank started by seeking to understand what customers actually need in their daily lives and built the product around that. The result, he said, is not simply a set of tariff advantages but a whole package of offers that helps customers gain more value from daily spending and banking.