Ask customers about their common frustrations when dealing with banks, and recurring themes quickly emerge — whether it’s the hassle of securing annual credit card fee waivers, navigating layers of conditions to unlock headline interest rates, or meeting high minimum investment thresholds.

MariBank’s Chief Executive Officer Natalia Goh wants to change that.

Since taking the helm of one of Singapore’s two digital full banks in July 2024, her focus has been set on delivering banking that is “simple, reliable and rewarding” by minimising pain points that customers experience.

“We believe that there is a sizable pool of customers who are looking for a more simplified experience, something that's just truly convenient and not complicated,” she says.

Despite Singapore being a well-banked market— where most individuals hold multiple bank accounts or financial products — MariBank’s surveys suggest that recurring friction points still exist, Goh notes.

This includes recurring requests for annual